is the point that one of my friends of friends is trying to make.
She provides an awesome massage service in Amsterdam. Actually she the massage better than imaginable. For about 50 euros, you can get a one hour body massage that will leave you in bliss. She will even throw in some good conversation and a drink to go with.
Would you go for it? Even if it was located right next to your work or next to your house?
Despite location, despite a decent price, despite advertising, new business is difficult to come by her shop. She is finding herself in a position where suppliers (massagers) are abundant. Around just about every block in Amsterdam, you can find a massager. Some will do full body, some chair massages, some whatever you please, so where can she really attract new people?
Maybe good marketing materials, positioning of the advertisements might get her some customers, but isn’t every other massager is thinking the same?
It’s very easy to get into this position of being surround by competitors where you fight on the incremental differences. But what would happen if she went over the top to offer something very unique that no one can offer?
What if the massage included personal instruction on what do eat or how to improve sleep? What if massagers were thematic like the “5 minute coffee break” “give me the CEOooooyeaaah” dedicated to specific audiences. Maybe you might not be the right type of client, but wouldn’t you be intrigued to know more about such a session?
Advertisements can only get you so much attention, but being unique will get people inspired to talk about you. Why? Because we like to discover and tell things that no one else knows.
How many likes occur on Facebook daily?
*image from the cool Cheezburger.com