If you frequent our healthcare and technology marketing website, you may have noticed that we have a fresh look for the New Year. My favorite part of our updated homepage has to be the new banner at the top. The image looks great and is relatable to all the business leaders who visit our website. But that’s not why I like it so much.
My favorite part of the new homepage is the line at the top: Every company has a story.
It’s true. Every company has an intriguing background, a revolutionary product or exceptional service; something that makes them truly unique and sets them apart from others in their category.
We often hear of the challenges of marketing a boring product or being in a boring industry. People ask, “How do I make my company/product sound interesting?” And “How do I get attention?”
There is no such thing as a boring industry. Certainly some categories may seem dry, but rest assured there is someone out there who takes an interest in what you’re selling. The difference between a boring company/brand and an attention-grabbing one is all in the story. And it takes great marketing to tell that story and captivate an audience.
So my challenge to you is to find that one thing – that special quality that sets you apart – and tell the world about it. You may have to dig deep and devote some time, but you will be able to come up with a unique angle that differentiates your company, brand, product or service.
Once you find it, use it to your advantage in your branding, marketing materials and sales pitches. If you believe in your story and tell it well, your audience will buy in.