Four States Small Business Blog

What Makes Your Business Different? | How to Build a Brand Message Based on Your Difference Maker

Posted by Kylie Davis on October 26, 2021 at 7:00 AM
All business owners have certain fundamental questions they need to have answered to build a successful business. And perhaps the most crucial question to answer is, "What makes my business different?" Answering this question is necessary for you to create a robust growth strategy, and it also must be something your customer can answer because it is why they will continue to bring you their business. 

What is a Difference Maker?

At Zimmer Marketing, we use   Chuck Mefford's BrandsFormation marketing system. In his system, finding your "difference maker" is one of the first steps on the journey to creating a successful brand. It's what will get you out of the no-win scenario of a race to the bottom with your competitors. After all, we can't all have the lowest prices. No, it's better to take a hard look at your business and figure out what's truly unique about it. That way, you can craft a message that resonates with your potential customers and successfully brand your business.

How to Find Your Business' Difference Maker

All business owners have certain fundamental questions they need to have answered to build a successful business. And perhaps the most crucial question to answer is, "What makes my business different?" Answering this question is necessary for you to create a robust growth strategy, and it also must be something your customer can answer because it is why they will continue to bring you their business. 

What is a Difference Maker?

At Zimmer Marketing, we use   Chuck Mefford's BrandsFormation marketing system. In his system, finding your "difference maker" is one of the first steps on the journey to creating a successful brand. It's what will get you out of the no-win scenario of a race to the bottom with your competitors. After all, we can't all have the lowest prices. No, it's better to take a hard look at your business and figure out what's truly unique about it. That way, you can craft a message that resonates with your potential customers and successfully brand your business.

How to Find Your Business' Difference Maker

Since your difference maker is what will define your business and set you apart from your competition, it's important to get it right. To find your difference maker, you need to look at every aspect of your business. If you get your hands on Chuck Mefford's bestselling book, BrandsFormation, he provides a helpful checklist to do this. But assuming you don't have his excellent book, you need to put yourself in the shoes of your customers and examine your business from their perspective. 

Let's imagine you run a roofing company. You review your business from top to bottom, and you find that you provide fast service, offer a quality product, and have competitive pricing. All those things are good, but they also happen to be the same things your competitors emphasize in their marketing efforts. Then one day, one of your customers remarks to you about how happy they were that their hard didn't get torn up by your roofing team. You've always insisted that your crews make sure not to disturb customers' turf or yard features with their machinery. And, come to think of it, you've seen other roofing companies leave a royal mess behind after a roofing job. You've found your difference maker, and now you can craft your message. 

Making Your Difference Maker Into Your Message 

Once you've discovered your difference maker, you need to craft it into a message. That's the message you will use to define your business and present to potential customers consistently. A well-crafted message based on your difference maker will set you apart from your competition and be immediately associated with your company in the minds of your potential customers. To go back to our roofing company example, based on their difference-maker, they could make their message, "We tear up old shingles... not your yard!" When delivered consistently over time through the proper marketing channels, your message will be associated with your company. For our roofing company, the next time somebody needs their roof done and doesn't want their yard to be a mess, only one company will come to mind. And that's the company they'll call.

Find Your Difference Maker with Help from Zimmer Marketing

At Zimmer Marketing, we've helped countless local businesses find their difference maker, craft their message, and put their message out through diverse marketing channels, including radio and digital marketing. If you're ready to start your BrandsFormation, today can be the day! Or, if you want to learn more about BrandFormation,   consider attending a BrandKamp. We host BrandKamp's twice a year. At BrandKamp, Chuck Mefford presents a free workshop to help you turn your local business into a great local brand!
SEO Guide for Joplin Small Business Owners
 
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Topics: Advertising, Branding

3 Reasons to Use Radio Personality Endorsements in Your Marketing Campaign

Posted by Pam Larimore on September 28, 2021 at 7:00 AM
When it comes to creating an effective marketing plan, employing influencers for brand messaging continues to bring incredible ROI to businesses that use this advertising method. Below we'll explain why you should consider using local radio personality influencers in your marketing strategy. Here are three reasons to use radio personality endorsements in your marketing campaign.

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Topics: Radio Advertising, Marketing ROI, Joplin Market, Advertising

5 Things to Expect from a Local Marketing Partner

Posted by Pam Larimore on July 27, 2021 at 7:00 AM
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Topics: Integrated Marketing, Marketing Strategy, Marketing ROI, Joplin Market, Advertising

Political Advertising in Joplin, MO

Posted by Mark Zimmer on May 4, 2021 at 7:00 AM

Why Zimmer Marketing?

Getting your campaign’s message out can be difficult in this noisy and busy world. That’s why Zimmer Marketing is such a great choice to partner with your political campaign. We not only own six radio stations in the four-states, but we are a full-fledged marketing company. Radio on its own reaches 90% of voters and costs a fraction of TV advertising. But more than that, Zimmer Marketing integrates radio and digital media, in order to reinforce your consistent messaging to the voters. So, whether your campaign needs 30-second radio spots, or a full campaign website, Zimmer Marketing reaches voters with your message.  
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Topics: Radio Advertising, Digital Marketing, Advertising

What is OTT and Why Does it Matter For Your Business?

Posted by Chad Elliot on March 9, 2021 at 7:45 AM

You want your business to earn the attention of future customers. So, it is essential in any ad campaign to place your ads where they’ll be seen by those who will be interested in your message. In this age of seemingly limitless sources of entertainment - TV, Social Media, Radio, Netflix etc., it is easier to target potential customers based on their individual characteristics. An important part of your marketing strategy should be OTT marketing (over-the-top marketing).

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Topics: Marketing Strategy, Marketing ROI, Digital Marketing, Advertising

What is traditional marketing?

Posted by Jeannette Royle on April 22, 2020 at 8:00 AM

This view holds that traditional marketing is noted for its focus on product, price, place, and promotion -- the 4Ps.  These 4Ps were designed to guide marketers as they developed strategies for growth.  Some marketers are suggesting that the 4Ps be expanded to include other factors such as process and people to make the traditional 4Ps fit into a digital marketing strategy.

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Topics: Integrated Marketing, Digital Marketing, Advertising

How Would You Spend 3 Months of Marketing budget?

Posted by Melanie Gaudette on April 8, 2020 at 8:00 AM

When developing a three-month marketing budget, you might think it's better to advertise on as many channels as possible.  However, this tends to be ineffective. Many advertisers end up wasting money on marketing channels or advertisements that have little to no impact on branding or sales.  Others waste money by spreading themselves too thin in a single quarter.

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Topics: Radio Advertising, Marketing Strategy, Advertising

Should I use Google Ads in my marketing strategy?

Posted by Chad Elliot on February 26, 2020 at 8:00 AM

The popularity of Google for search has made Google Ads the default choice of some marketers for digital marketing. According to statcounter.com, Google's share of the search engine market held steady at 92% in 2019. Google has helped drive up the desirability of advertising on its applications through new initiatives like local service ads (LSA), "Google Guaranteed" badges, and Google My Business (GMB) profiles in addition to the original Google AdWords program. But is Google Ads a comprehensive marketing strategy? Even though Google Ads is used by about 35% of all websites, its effectiveness depends on the need of a customer for a product or service. While Google Ads can capture a customer who has an immediate need, it may not be the optimal advertising channel for those who are not actively seeking a solution. In fact, comparing it with radio, social media, and video advertising, and even simple Search Engine Optimization (SEO) indicates that Google Ads is not necessarily the channel with the best ROI.

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Topics: Advertising

Why Quality Content is the Driving Force Behind Great Advertising

Posted by Pam Larimore on February 27, 2019 at 8:00 AM

Great advertising doesn't happen accidentally - it's created by a combination of factors that includes reach, exceptional messaging and content that is specifically created to appeal to your target audience. Ad content can take a variety of forms across media channels: text, audio, images and video. But regardless of the medium, it's the quality of the content that will drive people to your product or service. See first-hand why data-driven, relevant, informative and engaging content can make the difference between advertising that is simply good or truly great.

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Topics: Marketing Strategy, Advertising

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