Audio version of this post:[audio:http://traffic.libsyn.com/andytraub/whatisyourbusinessbestat.mp3]
Last night my wife and I spent some time talking with some friends who are raising support so they can be full-time missionaries. We really do want to support these friends but as they finished their presentation I was left asking myself and eventually them, this question. What are you best at?
When I go to a store or a buy the services of a business I want their best. There is a sandwich shop in town called the Pickle Barrel that I believe has the best sandwiches in Sioux Falls, South Dakota. I’ve never heard them specifically say they were the best but they do say that they’re very good and they’re right. They don’t try to sell pizza and they don’t try to market how cheap their sodas are. They don’t even talk about the free pickle you get with every sandwich (and you get to grab it out of a pickle barrel, which is kinda cool). They know what they’re best and that’s what they talk about in their ads and on their Twitter and Facebook pages.
My encouragement to you is to stop talking about things that everyone else is equally good at and focus on what you’re best at. If its fries then talk about your fries. If it’s roofs then talk about your roofing. Customers support businesses who say they’re the best and then deliver on that claim.
Our friends who are moving to become missionaries don’t just love Jesus, they’re great at some things. If they tell that part of their story then it’s much easier for me to support them. What makes your business so special? Are you telling anyone that you’re the best at something or are you going for the classic pay and pray model of advertising?
Tell me what you’re the best at. I’d love to know.