Why do you think marketers talk about point of difference until they are blue in the face?

Let’s face it, marketing your point of difference feels risky.

It is associated with giving up income.

If you claim expertise in one specific area of your profession then you must be walking away from business in another area, right?

While this argument holds a grain of truth, marketing a point of difference makes it easier to sell to those who are actively looking for that specific difference.

Women On Top, recently featured interior designer Courtney Sloane who mastered this concept. She took a chance and marketed herself as an interior designer with a unique style. She named her firm Alternative Design and used ‘get out of the vanilla box’ as her tagline. She then proceeded to produce exactly what she promised, alternative designs. The strategy most certainly eliminated prospective clients looking for a more traditional design style but that didn’t stop her from becoming an absolute triumph. Today, Alternative Design is a multi-million dollar interior design firm with recognition across the globe:

…In addition to working with celebrities like Queen Latifah and P. Diddy, Sloane and her team designed Sony Music’s Manhattan recording studios, the BET Offices and a theme park concept for Disney. Internationally acclaimed, Sloane’s work has been featured in The New York Times, O, Harper’s Bazaar, Marie Claire, Elle Décor and countless others…

There may be a minor element of risk involved in marketing the point of difference accountants, architects, engineers, interior designers, consultants or alternative healthcare providers offer. However, if that difference is meaningful, relevant and genuine, the risk will most certainly be overshadowed by the reward.

Photo credit (top): gurbej