Stand Out or Fade Away

Capturing Attention in Crowded Markets

Picture this: you're at a networking event, and someone asks what you do. You launch into your rehearsed elevator pitch about "providing innovative solutions to leverage synergies in the digital space." Their eyes glaze over.

Now imagine this instead: "I help small business owners stop losing sleep over their marketing."

Which one would make you want to keep talking? The difference isn't just in the words – it's in the authenticity behind them.

The Authenticity Advantage

Here's the thing about standing out – it's not about being the loudest person in the room, using confusing jargon, or having the flashiest website. Most people see through all that jazz anyway. 

In a world full of "disruptive thought leaders" and "growth hackers," being genuinely yourself is what makes you relatable.

Your customers don't want to buy from a faceless corporate entity. They wouldn't be at a networking group if they wanted to work with someone who never really 'gets' them. They want to work with someone who understands their world, speaks their language, and can take a weight off their shoulders by solving their very specific, very real problems.

When you show up as yourself – quirks, opinions, and all – you naturally attract the right people.

Know Your People (Really Know Them)

Before you can stand out, you need to know exactly who you're trying to notice you. And no, "small business owners" isn't specific enough. Neither is "women aged 25-45."

Get granular. What keeps them up at 2am? 

These 2am worries are their real problems – the expensive, painful ones that make them search Google in the middle of the night, ask an AI or finally pick up the phone to call for help.

Once you truly understand what keeps your ideal client awake at night, you can structure your entire approach around solving that specific problem. And that's where the magic happens.

The deeper you understand your ideal client's world, the easier it becomes to show how you can solve their problems.

The Problem-Solution-Trust Triangle

Your customers don't care about your 15 years of experience or your fancy qualifications (well, not at first). They care about three things, in this exact order:

1. What problem you solve 
   

Not features, not processes – problems. Real, painful, expensive problems. The kind that makes them search Google at midnight or complain to their business bestie.

1. How you solve it 
   

This is where you can get a bit tactical, but keep it human. Instead of "we utilise cutting-edge methodologies," try "we sit down with you and figure out what's actually working (and what's just wasting your money)."

1. Why they should trust you to solve it 
   

This is where your experience, testimonials, and track record come in. But even then, make it about them, not you. 

If you jump straight to your solution without truly understanding their problem first, you're doing both yourself and your client a disservice. You may know your stuff, but you create trust by listening before speaking.

I like this sequence – problem first, solution second, credibility third – because it removes the struggle to explain your value. But knowing your value and communicating it are effectively two different things, and we all struggle with it - thank you very much imposter syndrome.

Finding Your Voice in the Noise

I see this all the time – business owners who are brilliant at what they do but terrified to let their personality show. 

They think they need to sound "professional," which usually translates to removing anything personal from how they present themselves professionally.

Your quirks, your opinions, your slightly weird way of explaining things – that's not something to hide. 

That's your secret weapon.

You are the very thing that makes people choose you over your perfectly qualified competitors.

Show, Don't Just Tell

Instead of saying you're "customer-focused," share a story about the time you stayed late to help a client meet a deadline. Instead of claiming you're "innovative," show the creative solution you developed for a tricky problem.

Stories and examples should do more than prove your capability – they help prospects imagine what working with you would actually be like. 

Ready to get started?:

Identify one specific thing you do differently. Maybe it's your process, your approach, or even just the way you explain complex things simply. Own it.

Find your enemy. What drives you crazy about your industry? What do your competitors do that you think is wrong? Maybe you're frustrated that other accountants only talk to clients once a year at tax time, while you believe in monthly check-ins. That's not just a complaint – that's your competitive advantage waiting to be unleashed.

Tell better stories. Your case studies shouldn't read like Wikipedia entries. They should read like the stories you tell your friends about your best clients.

Be consistently you. Across your website, your social media, your networking conversations, and your client meetings. Consistency builds recognition, and recognition builds trust.

Remember, standing out isn't about being perfect. It's about being perfectly clear about who you are, who you help, and why it matters.

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Alana from Muse Communications specialises in helping small businesses find their voice and tell their story. If you're stuck in the juggling act, drop her a line at alana@musecommunications.com.au – she gets it, and she's got your back. If you want more resources like this, check out MissCommunicate, which Alana and the Muse team have set-up for small and micro business with a stash of handy resources. Don't forget to use the code BNCC for extra discounts!