My wife and I took a two hour vacation drive into Amish country in Indiana yesterday, having heard about how great the food is, how beautiful and solid Amish furniture is, etc. One restaurant, the largest in town, was so good we had both breakfast and dinner there. And a couple of the shops had truly well-crafted, wonderful furniture and collectibles.
We must have gone into about two dozen other stores, where we often saw the same merchandise, the same kind of antiques, the same, the same, the same.... In fact, I don't even think I could remember the names of any of the other stores.
When I go on vacation like this, I still try to challenge myself to learn something from the experience: what can I learn about marketing even in a small town in the middle of Amish country. And what I discovered also applies to your investigative business.
Namely, there is a lot of mediocrity out there, with little to distinguish one company from another. So ask yourself, what sets you apart from your competition? It is not necessarily how long you have been in business. What is it about your quality, your price, the extent of your services, the ease with which people have access to you, how much you demonstrate to your clients that you truly care about them. It can't be something abstract; it must be something you can specifically identify, and you must know what it is.
In marketing lingo, it's your USP, or your unique selling proposition. Ask yourself why someone should do business with you instead of with anyone else. Is dealing with you worth a 100 mile trip?
If you don't know this answer, then you have some serious work to do.
http://www.letbobhelp.homestead.com/
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