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If you want to make a sale, be different

July 21st, 2010 | No Comments | Posted in Marketing

I do flash, photography and video for a living. I freelance. That means I talk a lot with small business owners and startup people who target local markets. Once in a while I get into discussions with them, about their image. What most small business owners do when they start to build their homesite, they look what their competitors have. And this action, for me is not the smartest move.

To make a sale means to be great. To be great we cannot run after our direct competitors.

The biggest mistake while creating a public image through design, visual identity, photographic style etc. to a local market, is to be and look exactly like your competitor. Don’t try to be like like the best performer in your market. Don’t even look at their website nor their logo. It’s a bad idea that gives you bad ideas. Do Mercedes-Benz and BMW have the same look in their branding strategy? Absolutely not. Do Apple Macintosh and Microsoft look the same? Absolutely not.

If you have any guts and will to succeed then find your own style. Gather inspirational content from the world leaders. They don’t have to be from your field, but they can be anything. There’s some great stuff all over the web. Find your unique style and present your findings to your creative resource. Let them get their brains working without seeing your competitors website. I’m pretty sure you’ll get the best outcome that way.

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