Bruce’s Blog

“Hello, My Name is Bruce, and…”

Coming to grips with the truth can be difficult at times.

One voice inside stirs us to deny, while another encourages us to accept. Sometimes these battles over truth can be brutal whether personal or business-related.

But if honesty is truly the best policy – and I believe it is – then all of us will have better outcomes when choosing fact over fiction.

As a sole proprietor in the services industry, I’ve come to accept the truth that “my business is not one-of-a-kind.” No matter how I try to spin it, my marketing communications company is just one of many in the enormous marketplace in which I operate. And, likely, so is your business – admit it and voice the following out loud.

“Hello, my name is_________, and my business is not one-of-a-kind.”

Now doesn’t that feel good? With that off your chest you can move forward and begin to decipher what actually differentiates your product and/or service from competitors.

But I beg you not to be generic with common thinking such as:

“No one serves customers like we do.”

“Our knowledge and expertise are second to none.”

“We are passionate about our business.”

Yes, those all may be true, but your competition is messaging something very similar in nature. Differentiating your business from others is the biggest challenge you face when sculpting your brand – and it takes some effort.

Okay, Bruce, so what differentiates you from the competition?

Well after 18 months in business I’m still trying to totally figure it out (and always will be). But, nonetheless, I think three things help me stand out from some competitors but not all.

1)    I’m an authentic marketer and encourage clients to be the same by steering away from stretch-the-truth and fictitious marketing.

2)    I’m a branding hybrid – meaning I have the ability to think creatively from a messaging standpoint (right brain) and strategically from a business development standpoint (left brain).

3)    I’m a teacher and use this blog as a platform to inform and educate readers interested in elevating their marketing intelligence.

By George, I think I’ve got it! And I’m confident you will, too. I knew you could handle the truth.

Bruce Tieves is an accomplished freelance copywriter and brand aficionado. He specializes in creating buyer interest in products and services for businesses of all sizes.

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