Written by Lynn Swayze
In a world of listicles of what to do to grow, to differentiate your services business, to stand out... I wanted to give you a post about what to do if you DON'T want to stand out. In this article, you'll learn exactly what to do if you want your business to stay exactly as it is right now.
How Not to Stand Out #1: Make Your Marketing as Generic As Possible
In order to not stand out, your marketing messaging on social media, on your website, in sales outreach, and everything should be as GENERIC AS POSSIBLE.
In fact, it should be so generic that I could easily take your content and swap another logo over it and voila, it works.
Here's how to make this possible:
- Use AI tools and/or generic SEO writers to create content that's designed to hit keywords, rather than showcase your unique voice, authority, and perspective
- Copy content, social posts, and other marketing assets from your competitors basically verbatim
- Tone down all personality in anything you/your team does write. Unique stories? Unique mechanisms? Photos that aren't stock photos? Video interviews? Opinions? Erase erase erase
How Not to Stand Out #2: Avoid Authority Factors Where Possible
How Not to Stand Out #2 is easy: simply avoid absolutely all Authority Factors in your marketing and sales.
Authority Factors are all those things which bump a prospect's perception of you toward the "Expert" end of the Commodity-Expert continuum. The more expert you are perceived, the higher you must charge and the easier it can be to sell to a problem to solution-aware prospect.
So if you want to AVOID standing out, you'll definitely want to AVOID Authority Factors such as:
- Naming any of your unique philosophy, methodology, systems, or programs
- Creating authority marketing collateral such as BOOKS or COURSES
- Getting interviewed on other people's podcasts, or interviewing others on yours
- Speaking on stage anywhere
- Showcasing certifications, awards, client wins, or testimonials
- Sharing your "flag in the ground" opinions
- Charging based on value, rather than time
It's so important to know that if you want to get lost in the sea of sameness, that you avoid Authority Factors completely.
How Not to Stand Out #3: Try to Appeal to Everyone
A third way to avoid standing out? Appealing to everyone. I mean everyone. Just go for it... you got this.
How Not to Stand Out #4: Always Play Down Your Wins
A fourth way to avoid standing out at all is to completely play down your wins, your results, your case studies, etc. Just avoid it and don't let anyone know about your client's transformations, your business milestones, or anything.
How Not to Stand Out #5: Don't Market At All
Finally...
And this one is really important to get if you want to AVOID standing out:
Just don't market your business at all.
Don't post on social media.
Don't publish videos on any channels.
Don't optimize your website.
Don't write a book.
Don't do sales outreach.
Definitely don't do direct mail.
Just don't. do. anything.
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