Songs are often remade by multiple artists, from Ave Maria to Tainted Love, with each artist singing it in their key, their way. The song lyrics are the same but each artist takes the familiar and personalizes it with their style.
On a teleconference last week, Tory Johnson shared that though there are hundreds of nail salons using the same tools, same creams and same procedures she is head over heels for her manicurist. How many of us feel that way about our service providers? I would rather have a bad hair day than allow anyone else to touch my hair.
There are thousands of manicurists, hair salons, restaurants, coffee shops and more. You do not have to be the sole provider of a service, simply the only one your target market prefers. As Tory noted, “You can certainly exist among a sea of competitors, you don’t have to reinvent the wheel of your expertise.”
Like an artist singing a song that has already been written, we simply need to sing it our way. You don’t have to invent a new way to be a marketer, photographer, writer or widget maker just put your personal touch on it. Sing the song your way, to the people who will appreciate your tune.
So often we complicate the process of finding our unique value proposition in business. We may feel that we have to invent something new or change the game in order to be successful. In reality it can be as easy as signing the same old song your way. Bring your world experience, perspective and personal style and let it rock. Change up the lyrics, add a bass line or sing it off key. Go for it with gusto because it’s your stage and your song.
Do you have a preferred service provider in a crowded sea of competitors? What makes them stand out for you?
Jeanne Dininni says
Sorry for getting to this post so late, Karen! Love all you’ve said here! It’s a perfect example of personal branding, which is what makes our contribution to the marketplace stand out among all the other, similar (yet different) brands. Our version of the “song” reflects our brand, which is what makes us special and can make our clients feel that no one else will do!
karen says
Wendi, you raise such great points. I am fiercely loyal to my hairdresser. Perhaps the more important or personal the service is the more we value the personal side??
Janice, I could have sworn I had a conversation with you about this and was horrified to see I did not respond here. I guess it must have been in my head but your subtle shifts stuck with me and I’ve been using it. Thank you again, your insights have a way of helping me to break through.
Keith, I love that Sinatra song! I really appreciate your comments and am so glad this resonated for you too. I’l stand next to you in a crowd any day. 🙂
karen says
Thanks Roy!
Keith Davis says
Hi Karen
Some super phrases in this post “you don’t have to reinvent the wheel of your expertise” stands out for me – great writing backed up with a great message.
The personal touch, that something extra is what we look for all the time. Someone we trust, someone whose skill or expertise we admire. Someone who stands out from the crowd.
Frank Sinatra would have loved this post “I did it my way.”
.-= Keith Davis´s last blog ..Flying in formation =-.
Janice Cartier says
Clive and Co. here in Dallas has these fabulous paper lights that hang over the shampoo area, so that when you are getting your hair shampooed with organic yumminess and head massaged( really) you are looking up at floating white “clouds” in a raised gentle light filled ceiling…ahhhh. 🙂
The service is impeccable.. the cuts are fantastic.. so it’s the whole of what they deliver. Not just a cut, a “time out”. LOL
.-= Janice Cartier´s last blog ..Subtle Shifts =-.
Wendi Kelly-Life's Little Inspirations says
Karen,
I agree with this post wholeheartedly. When I was a hairdresser, I thought on this always. What makes the difference between a client that wants to fly their favorite hairdresser across the country to do their hair for their wedding day and the client that won’t drive across town because it feels too far?
What builds that loyalty, that bond, that one of a kind relationship that no one else can replace? It isn’t tangible.
The truth is that people buy on how they feel. How they believe their dreams and solutions and feelings are being met. Like you, I need honesty, loyalty, and a lot more. It is never the product alone.
.-= Wendi Kelly-Life’s Little Inspirations´s last blog ..More Than Words: How Do You Tell Your Story? =-.
Roy Jacobsen says
Karen,
Sorry about the bad link. Try this one: http://www.accidentalcreative.com/creating/cover-bands-dont-change-the-world
I just tested it, and it worked as of 2 minutes ago. 😉
.-= Roy Jacobsen´s last blog ..A proposal for a new usage “rule” =-.
karen says
Hi Joanna! I like this “how much of what you do… is what *you* do” keeping that in mind as I grab my pom-poms and get to work. 🙂
Joanna Paterson says
Oh, thanks Karen, for this wonderful ‘aha’ moment! Sometimes it pays to keep things simple 🙂 And remember how much of what you do… is what *you* do
karen says
P.S. Pop in and be contrary anytime, you are always welcome here!
karen says
Hi Roy!
I love these thoughts and really appreciate you adding to the discussion! I could not get to the Cover Bands link but love the title! I’ll go to the site and search for it. You are right that by being fully yourself is the best way to be genuine, and may be the heart of your distinction. It’s funny I work with companies on finding their distinction and very often it’s a matter of popping the hood, it’s already there and it is THE thing that resonates with their customers but they’ve been in the “lab” trying to create a twist or something new. Sometimes it really is easier than we make it. 🙂
karen says
Hey Conor! I share that too Conor, integrity, personality go a long way with me. I’m pretty loyal to a brand or service when treated well. You do not have to be vastly different in your offering but when you treat your staff and customers well it does make you stand out.
Conor says
Hey Karen,
Great points here.
There is enormous pressure attached to the notion of being ‘unique’, particularly given the limitations of our DNA 😉
For me, the same thing that makes people stand out makes businesses stand out. Personality. The two most important personality traits for me are honesty and compassion.
Honest businesses are like the lighthouses that keep you clear of the rocks of bad decision making. Compassionate businesses create services and products with you in mind. They seem almost telepathic.
As a person, integrity is built on such values. It’s no different as a business.
Conor
Roy Jacobsen says
Karen,
Thanks for the thought-provocation.
Just to be a bit of a contrarian, I’m going to toss out a couple of things I read recently:
“Cover bands don’t change the world.” — Todd Henry (See an explanation here: http://accidentalcreative.com/blog/25-you/2087-cover-bands-dont-change-the-world)
“Don’t try to stand out from the crowd. Avoid crowds altogether.” — Hugh MacCleod (See Hugh’s “cube grenade” here: http://www.gapingvoid.com/crowd%20001%20jpeg.jpg)
Now, I’ll readily admit that doing something genuinely original is nearly the hardest thing there is. But I think that being fully and absolutely yourself (once you figure out who and what “yourself” is) is the best way to *be* genuinely original.
karen says
Hi Brad, I agree with you and it’s an excellent point – unique is a tall order! Yet we all have distinctions and we don’t have to manufacture them, only recognize the distinctions that resonate with “our tribe” and leverage it. Rock on!
karen says
Drew, you hit on a very interesting point – they choose good songs. I am sure that Westlife chose songs that were good for them, they knew that they could make it their own. This is important. Artists have made remakes better than the original by choosing a song that they could really make their own. Brilliant!
Brad Shorr says
Hi Karen, Part of the problem is our overuse of the word “unique”. Unique is a tall order. Unique is one of a kind. Few businesses are unique; in fact, being literally unique could be an enormous handicap, as few people would understand or recognize what it is you did. Better to simply think in term of – what are we really good at that matters to customers? Those are the attributes of your business to emphasize.
.-= Brad Shorr´s last blog ..When Should a Company Be Funny in Marketing? =-.
Andrew Heaton says
Karen,
Exactly, and my favorite example is Irish boy band Westlife.
Correct me if I’m wrong, but I believe that many of their hits over the past decade (according to Wikipedia, each one of their first seven singles went to number one and they have sold more than 43 million records) are actually covers of earlier songs by other artists.
The secrets behind their success? One, they choose good songs – almost all of the songs which they cover were genuine classic hits in their day. Two, without compromising the integrity of the original song, they apply their own unique structure and style – their own voice, with their rich vocal harmony (they have very strong voices).
Though I respect artists who write their own individual songs, I also have a lot of time for those who remake earlier songs provided that they do a good job. Westlife are a great example of the latter, and also of the concept you are talking about – which, as you say, applies equally to business.
.-= Andrew Heaton´s last blog ..Kraft’s broken promise =-.