I was shopping at Smart and Final yesterday. While standing in line, I looked down at the placements stickers for social distancing. They said two things: "please stay six feet apart," and "we know you have many options, thank you for choosing us."
Next, when I was in line, the cashiers had done their job so well that they had eliminated a lengthy line entirely. Their manager came out and congratulated his team.
What's the big deal?
For one, this store took things that seem small and superfluous and made them something special. This could also be done with the welcome letter for a newsletter subscription, or cards sent to say thank you to clients, or phraseology around being open or closed. The point is that they put an authentic spin on it to make it memorable and relevant to this brand, when they could have just passed over it without much care.
The devil and the angels are in the details.
You choose who it is.
This is the fourth article in a small series of punches surrounding April Dunford's Obviously Awesome! and how good positioning relates to good branding. Please read the first article, second article, and third article, before jumping into this one.
You know what the alternatives are, you know the special things that your startup unique, and you've established what makes that valuable. All of these are great, but fall to pieces if no one buys.
The first approach most startups will take in finding customers is shotgunning any and every kind of market. Decent plan of action if you have time to experiment. Truth is, hardly anyone is capable of making this happen effectively, especially when concerned with time. It makes sense to be hyper-focused and test with less variables that you can either pursue further or pivot away from.
Because you need to communicate and trigger a response from someone who cares. Someone who feels that the solution you bring to the table is worth more than the dollars they will pay for it.
How do you do that? You think about them and craft messages around them that fit within their lifestyle.
What kind of person are they? Where do they work? What do they do for fun? What about their life sucks that they want to fix? Your goal is to get to know someone and find out if the solution you provide is of use to them. If not, it might be time to switch.
Tactically, you can do this with interviews within a particular segment or you can think of aspirational personas. The point is to have someone to make stuff for and be targeted. You're chances of hitting something become a lot higher if you know what you're aiming for.
A friend of mine and I met up yesterday. She's a talented artist and creative thinker, but she's struggling with getting her work out there and attracting commissions/clients. It's a common issue for creative types to stall the display of any kind of work to the public unless they deem it perfect. The truth... it's never going to be perfect. You have a better chance at winning the lottery than you do creating the perfect piece to show, especially if you have particular expectations.
She had asked, "what do I need to do to get out there?"
"You need to make something everyday, for fun, for yourself, and show it to the world."
Lo and behold, within the span of 45 minutes today, she had an awesome collage piece completed and ready to go. I'd call that a win.
Here's the thing:
You will always be nervous taking the first steps into a new venture. Be it founding a startup, putting yourself out there as an artist, starting a band, you name it. If you want to get to the top of the mountain, you have to take the first step. It's gonna suck at first, you're going to suck at first. But you will get better and it will get easier if you dedicate yourself to small habits that will make up your success.
Go for it, I believe in you.