“How can I stand out in a crowded market? How can I be different?”
Launch: An Internet Millionaire’s Secret Formula To Sell Almost Anything Online, Build a Business You Love, and Live the Life of Your Dreams — Jeff Walker, page 74
This may very well be the million-dollar question. There’s no doubt about it: you are involved in a very crowded market. The vast majority of travel agents look, sound and act the same. The products they have access to are exactly the same. This sameness presents the problem. It also introduces a huge opportunity.
You have probably heard the advice to select a niche and target a specific market until you want to cry. Unfortunately, this is good advice.
The challenge in an over-communicated and highly saturated marketplace, regardless of the industry, is to do what Seth Godin recommends, and that is to become “Purple.”
Becoming “Purple” infers that you stand out from the crowd in some noticeable and meaningful fashion. First, analyze what the crowd is experiencing on a regular basis. Then, keeping your personality intact, define your new self with what matters. In doing so, you must realize that you may turn a few people against you, or at the very least, away from you. This is to be expected. There is an old saying that says “If you are not pissing somebody off you are not marketing. (Not my words.)
Until you are seen as somebody different, you will remain in the plain vanilla category and your chance of growing your business will be minimal.
How you accomplish this is going to be the result of a few intense brainstorming sessions with those who know you best. The truth is, there are some business decisions you have to figure out on your own.
Mike presents a business-building webinar on the third Thursday of every month sponsored by AmaWaterways. To receive monthly invitations send Mike an email with the words “business training” in the Subject Box. You will also receive a link to the recorded version.
For information on Mike’s Fourth Annual Training Cruise, email Mike at firstname.lastname@example.org with the word “cruise” in the subject box.