What Makes Your Business Stand Out

Jun 8, 2023

Our weekly staff meeting agenda always has a quote at the top. This past week, it was a quote from Tom Abbott: “It’s not just about being better. It’s about being different. You need to give people a reason to choose your business.”

It really resonated with me. And we had a good discussion about it. There are a lot of people in the PR and communication industry. So, what are we doing to not just be great at what we do, but what are we doing to stand out?  It’s a question every business should be asking.

All too often in the hyper-busy work environment all of us operate in these days, we don’t stop to reflect on what gives our clients a reason to choose us. It’s not simply doing what we’re hired to do. Of course, that’s important and an expectation, but it doesn’t really get to the heart of the matter.

As we talked, it became clear that there are a number of potential answers to the question. But two things came to the forefront:

  • First, knowing what the client wants and values as it relates to your work is key. Every client has something they tend to focus on. Understand what that is and then meet or exceed their expectations. Often these may be things that aren’t apparent when you first start working together. Keep your ears open for clues as to what their preferences may be and then adjust accordingly.
  • Secondly, relationships matter. Whatever your line of work is, strive to build genuine relationships with your clients so they know you care about them as individuals as well as caring about the work you’re doing for their business or organization.

One of the best compliments a client can give is to say “They know what I want, they make it happen and they get results. I consider them an important part of my team.” It means you’re differentiating yourself.