Your business needs to stand out from competitors by not just copying their marketing approaches. While it is natural to want to appear trustworthy and safe, copying competitors does not actually tell customers anything unique. Instead, businesses should think about how to do things differently and grab brochures to see which, if any, stand out or make them think differently. They should focus on what customers need to see, rather than what the business thinks they ought to see, and present information as if they were the first to try that approach.

1. How can your business stand out?
Part 1
Does your business look like everyone else’s? Not
exactly. Your premises will look a certain way and the
products and services you offer will be the ones you feel
are suitable, though no doubt some or all of them are
available at your competitors. But let’s face, it, there
are only so many ways you can sell to the public, right?
Especially in the funeral industry when you are talking
to people at a hard time about things they invariably
haven’t considered in enough detail.
Looking at dozens of funeral home websites every day,
we find there are similarities and themes that keep
coming up and we want you to think about whether
your company falls into the trap of modelling your
marketing on everyone else’s. It’s natural to think ‘my
company needs to look trustworthy and safe’ or ‘it’s
important to show tasteful images and make caring
statements’.
The trouble for customers is that this approach doesn’t
really tell them anything. Because we are talking about
– for many people – a new experience, they don’t know
what to expect but they are looking for something that
speaks to them. And because they are all individuals,
that means they are not all looking for the same thing.
So instead of thinking ‘how can I get clients to choose
my company?’ start thinking about ‘how can I make my
company be the one that does things differently?’ Grab
a bunch of brochures - yours and your competitors’ –
and really look at what they show. Do any of them
stand out? Do any of them make you think differently
about what they do? Try the same with websites.
And with that in mind, start to think about what people
NEED to see, rather than what you think they ought to
see. Then think about how you would present that
information as if you were the first person to try.
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