The lesson of ‘’One of these things is not like the others...’’ taught us at an early age to look for patterns and single out the unusual. The simple lesson for small business today is to be different, stand out and you will be noticed.

In the list of carpet cleaners which one of these things is not like the others? Exactly...none. How can a consumer with little attention and multiple choices choose from a similar list? The answer is they often don't.

A small business has a great opportunity to differentiate itself among the crowd.

5 Principles of One of These Things is Different Marketing

• Survey the Landscape: Compile a list of competitors marketing taglines and key messages. Group similar messages together for a portrait of the competitive offerings.

  Be sure to include indirect competitors who offer your customers an alternative choice. In our carpet-cleaning sample, it would be the do-it-yourself competition.

• Brainstorm: Bring together a small group of advisors to brainstorm on alternative market positions. Look for ignored customer needs and simple focused ideas.
• Research the Target: After you have narrowed down your choices to a select few market positions, research the target market. Select markets that are distinct, growing and large enough size to be profitable.
• Develop the Tagline: A tagline is your one sentence pitch that briefly describes what your business does and who it's for. Make your message stand out.
• Solicit Feedback: Talk to actual customers in the market and key industry experts for feedback. Look for the WOW response...as in WOW we need something like that! And run with your new market campaign.

Now back to our carpet cleaners.

Our survey of the landscape reveals the main messages are around good service, relability and type of equipment.

Brainstorming possible angles shows us that no one is targeting specific groups of customers. Families with allergies and health concerns appear to be an opening.

A literature search shows allergic diseases affect more than 20% of the U.S. population and over 40% of all children. The target area has over 200,000 families with children that is over 40,000 affected families. This of course is a quick analysis. The data will have to be geographical and cleaned to rule out food and drug allergies.

Our tagline could be ...Allergy Free Carpet Cleaning for the Health of Your Family!

A chat with experts and moms of allergic children has a positive response. Many ideas flourish. A free allergy book with every cleaning. A 10-point allergy inspection. A line of non-toxic allergy cleaners. A presence on the local allergy committee.

So the lessons we learn in childhood even pay off today. Put your business and it's marketing message through the Sesame Street test and see how you stand out. Remember lack of attention and unlimited choice does not have to harm your business. Be creative and solve specific needs in the market and you'll reap the profits and rewards.

- Article by Wale Bello

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