If you watch the TV Show “The Taste” (well or even if you don’t I’ll explain) the theme of this week’s show was “My Life on a Plate” which meant that each contestant was to cook a meal that best represented who they are, showing their personality and character. While watching, I immediately related it to a critical step in marketing about how imperative it is to show your authenticity and your point of differentiation from your competition.
Your point of differentiation is how you communicate why someone should hire you as opposed to someone else who says they do what you do. It’s your unique value proposition and it must be developed with your narrowly defined ideal client in mind. In this episode, a contender was told she had an unfocused dish, meaning her point of differentiation was all over the board so you didn’t know who she was.
WHO ARE YOU?
Take time to define your brand and how it is different than your competition and know that stating things like customer service are not points of differentiation, they are expectations that all customers expect to receive from us.
TELL YOUR STORY
In a world of noise, the best stories win.
According to Marketing Profs, the most important thing any organization can do is become a storytelling organization. That means elevating your product or service discussion to one that focuses on the human needs of your audience. A great medium for story telling is video and photos so find a way to incorporate them both into your business marketing.
It all begins with telling the right stories about real people who use your product or service and not focusing on the product itself. Your best stories are not about your products or you. Your goal is to tell a bigger story that makes your customer the hero.
The Taste ends with the elimination of a contestant following a blind tasting of the contestants dishes. The judges wanted to uncover the story behind the dishes and I was impressed by the comment from judge Anthony Bourdain because it is exactly what each of us wants to hear about our products and services. “I don’t know whose life it is, but I’d like to share a moment”
