If you’re a woman-led business struggling to stand out in the crowded marketplace, you’re not alone. It’s frustrating to put effort into marketing—crafting social media posts, running ads, creating content—only to see little to no conversion into new clients. So, what’s missing?
The answer lies in understanding the Law of Attributes from The 22 Immutable Laws of Marketing. This principle teaches us that successful marketing doesn’t come from trying to compete on the same level as everyone else. Instead, it’s about finding a unique attribute that sets you apart.
The Law of Attributes: Finding Your Unique Strength
According to the Law of Attributes, every attribute in the marketplace has an effective opposite. If your competitors already own a particular attribute (think "the best price," "fastest service," or "highest quality"), your job isn’t to compete on the same terms. It’s to find a different angle that resonates with your audience.
For example, if one brand owns the idea of preventing cavities, another can focus on the attribute of whitening or fresh breath. Marketing is a battle of ideas, and to win, you need a clear, distinct idea to rally around. Without this differentiation, the only way to compete is through pricing, which isn’t a long-term solution for most businesses.
What’s Your Attribute?
The first step in creating marketing that converts is to identify an attribute that you can own. This doesn’t have to be revolutionary, but it should be relevant to your audience. Here are a few examples to help inspire your thinking:
If your competitors focus on luxury, you can focus on practicality or affordability.
If they emphasize speed, you can emphasize quality or personalization.
If their message is all about results, yours could be about the process and experience.
By carving out a unique space in your market, you position yourself as the go-to business for customers seeking that particular value.
The Power of Owning a Unique Idea
One of the most powerful aspects of the Law of Attributes is that it gives you a clear direction. Once you’ve found an attribute to own, it becomes the core of your messaging. This not only sets you apart from the competition but also makes it easier for your audience to understand what you stand for.
Why You Should Embrace the Negative
Another key part of the Law of Attributes is the idea that admitting a negative can turn into a positive. This can seem counterintuitive, but acknowledging a potential shortcoming can actually build trust and authenticity with your audience.
For instance, if you offer a high-end service, you might admit that you aren’t the cheapest option in the market. But this transparency can work in your favor by positioning your brand as one that offers premium quality, value, or results. Prospects may see this as a positive, knowing they are paying more for something exceptional.
How to Apply the Law of Attributes to Your Marketing
Now that you understand the Law of Attributes, it’s time to apply it to your marketing. Follow these steps to develop a strategy that gets results:
1. Identify Your Core Attribute
What sets you apart from your competitors? Is it your customer service, the quality of your products, the unique way you approach your services? Find the one thing that your business does better or differently, and build your marketing efforts around it.
2. Focus on Your Audience’s Needs
Your unique attribute should align with what your target audience cares about most. Think about their pain points and how your attribute can offer a solution. For example, if your clients are overwhelmed and looking for a reliable solution, you can position yourself as the most dependable option in your market.
3. Own Your Position
Once you’ve identified your attribute, stick to it. Build your content, social media posts, and branding around that core idea. Consistency is key to helping potential clients remember and associate you with that attribute.
4. Admit the Negative
If there’s an obvious downside to your attribute (like higher prices or longer delivery times), own it. Admitting a negative makes you appear more transparent and trustworthy. This honesty can be a powerful tool in converting leads into clients.
The Biggest Takeaway: Marketing is a Battle of Ideas, Not Products
Women-led businesses have incredible potential to stand out and succeed in their industries. However, to convert marketing efforts into new clients, you must differentiate yourself with a clear, unique attribute. Remember, marketing isn’t just about offering a product or service—it’s about offering an idea.
The Law of Attributes reminds us that we can’t all own the same market position, but we can always find an alternative, equally effective one. Don’t be afraid to admit your negatives—they could be the very thing that turns prospects into loyal clients.
Are you ready to develop a marketing strategy that actually converts? Contact InfluenceHer Digital Marketing Solutions today, and let’s craft a unique message that makes your business stand out and be seen.
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