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Transcript

How to Make Your Business Stand Out · The High Ground

0:00
If you swapped your logo for your biggest competitor,
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would anyone even notice? Most businesses aren't
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losing to better companies. They're losing to
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ones that are easier to tell apart. You don't
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stand out by being better. You stand out by being
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different in a way that people actually care
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about. If people keep asking you, so what makes
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you different? And you fumble the answer. then
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this episode is for you. Today we're breaking
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down why everybody in your industry sounds identical,
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why it's quietly costing you deals and how to
0:26
actually stand out. Before we get started over
0:28
90 % of people following the podcast aren't actually
0:31
subscribed and we release conversations like
0:33
this every single week so make sure you hit that
0:35
subscribe button down below. All right so standing
0:38
out and being different this is a quite a particularly
0:45
relevant podcast episode that we're going to
0:49
be talking about today you know everyone always
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ends up sounding the same and you end up in a
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sea of sameness and there's a few reasons for
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this the first reason is you end up copying the
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market leader now we see this all the time and
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especially when it comes to web designs um you
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know it's very easy for clients to go okay let's
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go look at the biggest competitor this is the
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biggest competitor just copy what they're doing
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And, you know, we've been told this a few times
1:19
in the journey of Adonis and Bauderia. And it's
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not the best way to go about it. You know, you
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need to be carving that category. You need to
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be the leader so that people start copying what
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you do. If you just copy what your competitors
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do, you just end up in a sea of sameness. Well,
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the thing is, what happens is people, the businesses,
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they assume. or making the most money, or the
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biggest company. So what they want to try and
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do is they want to try and replicate what that
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company's doing in order for them to be in that
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same position. But they ultimately don't know.
2:00
what's going on within their company. So what
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generally happens is people tend to, you know,
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start copying designs, how things are laid out,
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different forms. You know, you know yourself
2:12
that when we're working with some clients, they
2:15
tend to look at their clients and then send you,
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you know, this website looks good and this, and
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that's fine, I suppose, you know, because it
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gives you a bit of an idea of how they're thinking.
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But as I always tell them, you know, you need
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to be the leader, not the follower. because if
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you just start doing the same as what everyone
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else is doing that's how you end up in this position
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where you just sound and look the same so why
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should I go for you over someone else and another
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thing that helps prevent this is actually being
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different in terms of your business itself but
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actually being a thought leader and talking about
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your industry and talking about, you know, the
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services and the products that you provide and
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things like that. A lot of companies don't want
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to do it because people are scared. You know,
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what will people think of me? You know, even
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though you're talking about things that you're
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actually doing in your daily life. Or one of
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the big things is, you know, I can't tell people
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what I do because that means what will happen
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is people will copy what I do. They're copying
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you anyway. Nobody cares. What they do is get
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out there and stand up above the pulpit. And
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be seen, you know, you need to differentiate
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yourself. And, you know, differentiation here
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also comes down to like using different words,
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words that are attached to your business, different
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promises, using photos that you've actually taken
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so that nobody else can use them. Because if
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you're using stock photos, anybody can just copy
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them, you know. Stock photos are just really
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cringe, cringe worthy. Yeah. and a lot and most
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of them are not on brand and to be honest when
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i if i ever visit a website where someone's done
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a bit of cold outreach and the first thing i
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do is i check their website because nine times
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out of ten it doesn't work and it just looks
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crap So as soon as you see stock photos, and
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you see this quite a lot in live chat as well,
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where the woman with the red jumper on, every
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man in her dog seems to have that same person
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working for them. People want to resonate with
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actual people. They don't want to see a stock
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photo. So stock photos are no -no, by the way,
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whatever industry you're in. Get out there and
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get some proper photos taken. Yeah. When you
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end up copying people, you end up just being
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that... imitation of them and the only differentiation
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is price so then you attract price sensitive
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buyers which are the worst people to attract
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ever because they will do whatever they can to
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get as cheap as possible you need the and this
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also comes down to having a defined icp which
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we've spoken about in another podcast having
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those high intent, qualified leads, not just
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the price buyers. Yeah, and the thing is, if
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you're differentiating yourself with price, you
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know, that's just something you should not be
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doing. I mean, most people don't ask their buying
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price, they're buying emotion. So you need to
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make sure that you're speaking properly, your
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messaging is set up properly for your ICP. business
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is positioned properly and your messaging is
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correct and you know there's a whole host of
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different things and this is why Boderia exists
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because that's the kind of stuff that we do with
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our clients to make sure that they're going out
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they're going to the market with a cohesive revenue
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system you know yeah and trying to appeal to
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everyone and this is a huge reason as to why
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we transitioned to Boderia when you claim you
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can work with all businesses like what we were
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doing yeah we can work with all businesses because
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the structure of a revenue system is the same
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no matter what industry you're in it just gets
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more specialized for that business but saying
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we work with all businesses means nothing to
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to anyone really that broad language is very
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safe and it's very forgettable Yeah, 100%. The
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thing is, you know, if you're not targeting anyone,
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you're targeting no one. That's a fact. You need
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to be targeting people. We basically target B2B
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and high consideration markets. So that could
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be something like, you know, buying a house or
6:23
it could be investments. It could be B2B companies
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with products or services which are high consideration.
6:30
You know, people are taking the time to research
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and understand what it is you provide before
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they sign the contract. You know, and a lot of
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these things, you know, if you've got a like,
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I mean, we had consideration, I suppose, because
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our system starts with $10 ,000 a month. So,
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and not all clients are on $10 ,000. In actual
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fact, you'll find that most of them are on $15
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,000 plus a month, basically because, you know,
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what they actually need in their business. So
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my point being there. before I started going
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off track and talking about pricing, was about
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you need to be targeting people and you need
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to be telling people who you actually work with.
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You know, we don't work with direct to customer
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because that's not a high consideration market.
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You know, if someone wants to buy a loaf of bread,
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you know, it doesn't take a lot of consideration
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of what type of bread or, you know, et cetera,
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et cetera. You go up to buy a bread and you're
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done. and a lot of clothes and things like that
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are the same so we primarily work with and target
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that kind of business and any other business
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listening to this needs to be looking at their
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own business and having a think to themselves
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am I actually targeting someone or do I just
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tell people what I do and hope for the best you
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know take that clear approach you know yeah and
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this also comes down to just listing your features
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we do quality service you'll have a great experience
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with us we promise results um you know those
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aren't really differences because people expect
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that people expect to come to your business and
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have a great experience so you know the real
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difference is you know who you are your approach
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who it's for not just that featureless which
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tends to be the default for anyone and this also
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comes down to like if you're in a b2b sas industry
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it's very easy to go and say oh look we do this
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it does this it does this it does that rather
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than it'll help you reduce fragmentation it will
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help you be more efficient and it will help you
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save 20 grand a month you know for example yeah
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well the thing is i mean you know the language
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on your website is super important it needs to
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be super focused into the people that you want
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to work with and the minute that you're trying
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be for everyone you completely lose that distinction
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and that distinctive self I suppose you know
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the thing is people get into business because
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they've seen an issue they've maybe got a passion
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for solving that issue and then what they do
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is they do what we've done with Bauderia we've
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actually we're actually creating a new category
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new frameworks and a better way to drive revenue
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so leaving behind all the fragmentation and leaving
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behind the siloed uh functions between sales
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and marketing customer success and operations
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and actually helping provide leadership which
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a lot of businesses don't have so what we're
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doing is it's completely different from say being
9:29
that kind of agency that marketing agency where
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they say that they do websites seo and they do
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everything in isolation but that's not how business
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doesn't you know that's not how you do things
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there You know, even when you're having a shower
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in the morning, you know, you don't do things
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in isolation. You've got a process that you generally
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follow. It doesn't matter what you're kind of
9:50
doing. You know, everything generally has a process
9:53
and a system, even driving a car. Well, the whole,
9:56
the car itself is a system and it has processes
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that it has to go through so that you can get
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from A to B. You know, your housing has systems
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and has processes that it has to go through.
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Without even noticing, you probably... probably
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have a system where, you know, you set your alarm
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for 6am, you wake up at 6am, you go through,
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you get a cup of coffee, and it's all habits
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that you've created over time that have become
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a system. That's the system to your life. You
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know, you leave for work at 6 .30am to get there
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at 7 .30am to work till 3pm. That's a system.
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You get home on a bus, you know. Systems are
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all around us. That's right, and that's exactly
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why... the boat area exists you know um and you'll
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see you'll see as well when you go to our website
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like we don't list every single feature and every
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single thing that we do you know we don't we
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don't tell you that we provide quality service
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uh with an amazing experience and you know you'll
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get results because those those are those are
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a given this is what people should be expecting
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from from companies you know it's not it's not
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a case and this obviously doesn't happen in the
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kind of marketing agency type of industry because
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the amount of people that used to DM us every
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single day asking us to do cold outreach because
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obviously marketing agencies clearly either are
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too busy to do their own cold outreach or any
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outreach or any marketing for themselves or they
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just don't know how to do it you know so it's
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just it's just bigger beliefs sometimes Another
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thing that a lot of businesses put on their website
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is great customer service which again should
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also be a given. I can remember watching a video
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with Steve Jobs and Steve Jobs talks about there's
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a country in the world that never ever ever speaks
11:48
about quality of their products. Never. And it's
11:53
the Japanese because it's expected. and it should
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be expected it should be expected that you know
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if you're investing if you invest in 10 15 20
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grand a month um into a governed revenue system
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it should be a given that things should get easier
12:09
things should get more predictable revenue should
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go up profit should probably go up as well because
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you need to drive the revenue before you get
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the profit you know and then the business grows
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and the goals are met and you know these things
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are given those are not Things that can differentiate
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you. What differentiates you is things that you
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do yourself. Things where you choose to be different.
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So Bodelia, completely different from anything
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else out there. No one else talks about governed
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revenue systems because it's a category that
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we're creating. We've created that. It's ours.
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It's our IP. That in itself shows that you're
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different. You know, when you are different,
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you generally also need to educate the market
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because it's a new thing. The market doesn't
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understand. And that's exactly what we are doing
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at the moment. So any business owner listening
13:04
in, what you should really be doing is you should
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be looking at everything that you kindly offer.
13:10
Have a look at your messaging. Is it just features
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that you list in? Is it not features? What differentiates
13:16
you from your competitors? You know, I mean,
13:19
if your competitors... can copy and paste whatever
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you're saying into their site, then there's generally
13:28
no difference, eh? Because you should be saying
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the same thing. And that's where you need to
13:32
get away from because your customers are doing
13:36
the research. They'll be looking at all these
13:38
different companies and the ones that stick out
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will be the ones that are different. The ones
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that stand out, you know, they're being clearly,
13:46
deliberately different in a way that... the buyer
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will actually value and that is the biggest difference
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and buyers can see that and feel that difference
13:56
as well yeah 100 yeah so what actually makes
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you stand out pick a fight have a point of view
14:03
and really stick to it reiterate it and this
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comes back i think we spoke about this on our
14:10
linkedin episode not long ago is like for example
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for me i think you know the agency model is terrible
14:18
because it doesn't actually solve a business
14:21
problem it just solves a problem that people
14:24
think they have and you know you can think of
14:27
this as we think the way the industry does x
14:30
is broken and it instantly is distinctive because
14:35
you're disagreeing with something that's so normalized
14:38
within society and if you're there to fix that
14:41
like we think x is broken that's why we created
14:45
this product this service and Bodelia is no different
14:49
for that you know we're challenging the status
14:51
quo by saying that you know everybody's got a
14:53
revenue system but nine times out of ten in fact
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well it's probably ten times out of ten it's
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not governed unless you're working with us, of
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course. If it's not a governance revenue system,
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then that means that there's probably cracks.
15:06
You know, there'll be sales going through, slipping
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through those cracks. There'll be team members
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which are working alone. They're not working
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towards the same goal. And that all makes a big
15:16
difference to the revenue at the end of the day
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and the long term, you know, because when we
15:22
go into a company, generally what we need to
15:24
do is, I mean, we provide the tools, the team
15:27
and the leadership. So what we're doing is we're
15:29
auditing pretty much everything, you know, and
15:32
then we're realigning everything in terms of
15:35
the, you know, what happens with marketing, where's
15:37
the customer journey, how does marketing push
15:40
the leads over to sales, where's the handoffs,
15:43
who's responsible, you know, and everything feeds
15:46
back to the marketing, sales, customer success.
15:49
It all speaks together. And that's why we built
15:52
our own platform because there's nothing else
15:55
out there that does it. And most companies are
15:57
spending so much bloody money and time and effort
16:00
trying to stitch together tools which don't talk
16:04
together. So they're not actually getting the
16:06
best of the breed. In fact, that's something
16:09
that, you know, I've heard quite a bit. You know,
16:11
I'm going to go with HubSpot because it's the
16:13
best of breed. Best of breed of what? What, a
16:16
CRM? You know, et cetera, et cetera. Yeah. The
16:21
next one is get specific about who it's for.
16:23
You know, the narrower the who, the sharper the
16:26
difference. And the easier it becomes to sell,
16:29
the easier it becomes to just talk about it and
16:32
just naturally sell. The easier it becomes to
16:34
advertise everything. It's just a knock on effect.
16:37
It's so much easier when you have a specific
16:40
who in mind. And it's very easy when you think
16:45
about niching down to think, oh, but, you know,
16:47
I'm going to generate less money. nine times
16:51
out of ten it's not that it's you'll actually
16:54
generate more money because you'll you'll be
16:56
the specialist you'll be the one that you know
16:59
that does that one thing that's right so when
17:02
to give you an example of the of both area you
17:05
know we still get requests for people for us
17:07
to do you know google ads or for us to do and
17:11
or we just need the website or we just need to
17:13
crm or we don't do that anymore if you're coming
17:16
to us you're coming to us because you want to
17:18
grow and you want a much better predictable um
17:22
system which helps your life I suppose I mean
17:27
the outcome is obviously more revenue which which
17:30
brings with it more profit which should also
17:32
because we automate a lot of the work in the
17:35
background it should actually give you more time
17:37
back as well so so these are things that you
17:39
need to kind of be thinking about yeah and not
17:42
like following on from that is making the how
17:44
yours so a named method a named process a way
17:48
of working that you specifically do which is
17:50
exactly why we've turned into the borderia you
17:54
know you see sostack sostack have created a the
17:58
sostack framework race that you know these are
18:01
all different frameworks of people that have
18:04
worked in the marketing industry and they've
18:07
visualized it so that it's easy for other people
18:10
to interpret and understand if you're selling
18:13
you know if you have two firms that are selling
18:15
the same outcome and one with a method feels
18:19
safer to buy they're going to pick that you know
18:21
pick that over yours well what will happen is
18:24
people people look at the i mean it's not just
18:27
the fact of the framework right the framework's
18:29
great and generally a framework is there because
18:31
it's a framework which has been as it gets used
18:35
as it's known to be the best framework maybe
18:38
in that industry like source stack for instance
18:40
where you're building a business strategy or
18:43
a marketing strategy or whatever strategy you
18:45
use and race is the same as more more leans more
18:49
towards digital itself and we've got our own
18:53
framework as well of how to drive revenue much
18:57
more predictably we've also got different maturity
19:00
models and things like that so when people are
19:03
are looking for a partner you know Are you going
19:07
to go with someone that tries to stitch together
19:10
all these different tools, which is still going
19:12
to cost you just as much and it's still going
19:14
to cause fragmentation, which will ultimately
19:18
cost time and money and effort? Or are you going
19:21
to go with the company which actually created
19:24
this category themselves? They've created the
19:28
frameworks for you to implement. And if you want
19:31
to get involved, they've also got the platform
19:33
and everything there, all included within one
19:37
system to help you drive revenue. I know where
19:40
I'd rather be. And this also follows on to saying
19:43
it before they have to ask. Somebody should be
19:46
able to look at your website and within the first
19:48
30 seconds, understand what you do, who you target
19:51
and how you help. And you need to prove it with
19:54
that as well. So have those case studies up there,
19:57
depending on your industry, obviously. If you
20:01
have a SaaS product, put case studies up there
20:04
to have that proof because that proof is going
20:07
to make the sales process a million times easier.
20:11
Yeah, 100%. I mean, social proof is the best
20:14
proof you can get. If you can get your customers
20:16
on video, which is always going to be difficult,
20:19
that goes back to the whole thing, you know,
20:22
I'm scared about going on video or people seeing.
20:27
kind of thinking that i'm saying something wrong
20:28
or you know you need to stop that stuff you start
20:31
thinking more strategically and how that can
20:34
actually help you not just grow yourself and
20:37
actually help you move become more confident
20:39
and actually see your business getting out there
20:41
as well you know but what you're talking about
20:43
there is you know the value proposition is understanding
20:47
what value you bring to the table and make you
20:52
sure that you know as soon as someone lands on
20:54
your website for instance uh they know exactly
20:56
why why you exist who you're for and probably
21:00
in a lot of cases what's it going to cost me
21:03
you know make sure you've got your pricing up
21:05
there yeah Now, some things that you want to
21:08
avoid when it comes to standing out and being
21:11
different is trying to be different just for
21:13
the sake of it. So a weird font, a quirky name,
21:16
trying to be edgy, that novelty will get you
21:19
some attention, but it dies off very, very quick.
21:22
It's the relevance that you have to your customer
21:25
that is going to get you the sale every single
21:27
time. How you connect with the customer and really
21:31
understanding the customer, their pain points.
21:35
what they do, what they eat for breakfast, you
21:38
know, their age. You need to have full visibility
21:40
over your ICP so that you can sell to them. Yeah,
21:45
100%. I mean, you know, your ICP and everything
21:49
should be defined as well and buyer personas
21:51
should be defined well before you start doing
21:54
anything because it's from defining those that
21:58
everything else is built around, you know. So
22:02
that includes your positioning, your... your
22:05
messenger and everything else that kind of ties
22:07
into that and please stop changing it every six
22:10
months it takes that it takes some time for that
22:15
distinctiveness to really compound so if you're
22:19
changing it every six months once that that first
22:23
you know um part actually sinks in you've already
22:28
changed it and now people are trying to learn
22:30
this and they're getting confused and you know
22:33
they think that their positioning isn't landing
22:36
so they need to reinvent themselves and they
22:39
need to you know you don't need to do that you
22:41
need to reiterate the same thing over and over
22:44
and over and over and over and over and over
22:46
and over again like you know I think it takes
22:50
like oh it used to be 12 touch points before
22:53
somebody made a made a um a purchase but it's
22:57
well well over that now and actually we'll be
23:00
speaking about that next week on our podcast
23:02
um about the funnels so make sure you tune in
23:05
next week for that but it's so easy to get bored
23:09
of your messaging or you know your business or
23:12
your position before anybody actually even remembers
23:16
it or is sold on it this goes back to the whole
23:18
thing about being the same right i mean if you're
23:21
if you're not distinctive enough then people
23:25
will remember because you're just the same as
23:28
everyone else you know so you need to make sure
23:31
again it goes all the way back to the positioning
23:33
and your ICP and then building everything and
23:36
your messaging around it people need to really
23:40
take the time I mean a lot of people get in the
23:43
business because they're good at something but
23:45
what they do is they want to try and get to market
23:48
as quick that fast that they actually forget
23:50
about doing all this foundational work and then
23:54
what happens is they end up in this position
23:56
where the you know the messaging isn't landing
23:59
with the people that they want to attract you
24:01
know and they do start changing things because
24:04
well this work will that work it's almost like
24:06
that whole shiny um object syndrome you know
24:09
where uh they're always chasing the next thing
24:12
to try and get the money through the door you
24:14
know but if you take the time to actually sit
24:16
and do the foundational stuff it's like building
24:18
a house i mean you're not going to put the front
24:20
door in your house before you've got the foundations
24:22
in you know and by the way just coincidentally
24:25
when you're building a house there's a system
24:26
to build in the house so do the same with your
24:29
business take the time to actually sit and understand
24:32
what your purpose is your your core values your
24:36
vision your mission who it is you're trying to
24:38
target write everything down in detail do the
24:41
research do the homework get the messaging correct
24:44
get make sure your your you've got your designs
24:48
and your branding elements all done properly
24:51
as well and they're in line with who you actually
24:54
are and who you're trying to target And everything
24:57
else would just start to become really easy.
25:00
And this follows on to the next one, which is
25:02
a very comfortable excuse that people use. And
25:06
it's waiting until the brand is perfect. You
25:08
know, I need to wait. We've been subject of this
25:11
before in the past where we're like, you know,
25:13
we need to wait until this looks perfect to post
25:16
it. And sometimes, like, you know, it needs to
25:19
get to a certain point where it is ready to post
25:21
to start with. But you don't need to wait till
25:23
things are perfect. You just need to learn along
25:26
the way and you will learn along the way and
25:28
things will start to get more perfect and more
25:30
efficient as you go. But even like with our system,
25:33
as we build things into our system, it doesn't
25:35
need to be perfect. It doesn't need to be 100
25:38
% amazing, great. It needs to work and then you
25:42
build on it. Well, the whole point of our system
25:44
is, you know, we've got a core system and every
25:47
business is different. So generally what happens
25:49
with most businesses is they go out and they
25:51
buy all these tools, they try to squeeze their
25:52
business into. using these tools so that the
25:56
business is actually run by the tools. We think
25:58
about this as the tools and technology should
26:02
be leveraged to help grow the business. So that
26:06
means that the way that we approach this is when
26:10
we go into one of our clients' businesses, we
26:13
mould the technology around their processes,
26:16
the way that they want to do things. And it's
26:19
not just a case, yeah, we'll do this, do this,
26:20
do this. Everything is backed by, you know, science.
26:24
It's backed by data. It's backed by best practice
26:28
and all this kind of stuff. And yes, we do test
26:31
things. And, you know, if a client needs anything
26:33
built in, we actually build it as part of our
26:37
partnership at no additional cost. I mean, you'll
26:40
not get that anywhere else. You know, but the
26:42
thing is, nothing is going to be perfect. at
26:46
any point even your iphones and everything else
26:49
that needs updated gets updated regularly because
26:52
there's already bugs in the software that's running
26:55
your systems at the moment that have not been
26:58
found yet but when they are found they push an
27:00
update and the way that we see things is as long
27:03
as you're getting one percent better every single
27:06
day that is what matters and that that in itself
27:09
compounds daily as well so if you come come on
27:13
board with us and you're making a million right
27:15
now i can pretty much guarantee you i shouldn't
27:18
be guarding this but based on our data you know
27:22
we've increased our clients um annual revenue
27:26
by over a hundred percent every single client
27:28
it's been more than a hundred percent and within
27:30
the first 10 to 12 months and of course that's
27:33
all about just realigning everything everything's
27:36
working together and when the things work together
27:38
everything just gets better constantly now you
27:41
win by being the obvious choice for someone specific
27:45
So pick that point of view, get specific about
27:47
who it's for, what you do, how you help them,
27:50
say it before they need to ask. And that's how
27:53
you'll stop competing on price. So if you're
27:55
not sure what actually makes you different and
27:57
you would like to have a chat to us, give us
27:59
a contact at www .borderia .io forward slash
28:03
contact. That's www .borderia .io. forward slash
28:08
contact and we can show you where your gaps are
28:11
and how revenue system can help boost your business
28:14
so if you found this valuable make sure you subscribe
28:17
to the podcast down below because we release
28:19
conversations like this every single week cool
28:21
awesome guys we will see you next week