Somehow, someway, you are exceptional.
You have a unique combination of talent, skill, ability, attitude, experience and personality that no one else has.
Even if you were a twin or triplet, each of you are different.
Now take this to the business world.
After all, businesses are simply a combination of people organized to create and offer a product or service.
Despite the commonness that each and every Starbucks or Target, or Best Buy or ________ has, each is also exceptional, because each is filled with exceptional people, different from the other ________ stores.
It is this exceptional side that needs to be a central theme of your marketing efforts.
I can buy a diamond ring from a jeweler who hand crafts every piece he sells.
I can buy a diamond ring from a chain store like Jared or Kays that is part of an “exclusive” collection.
I can even buy a diamond ring from the clerk of the day at the Walmart jewelry counter. Lot’s of folks do. Walmart sells more retail diamonds than anyone in the world.
Your challenge is not to settle for advertising gimmicks that put you in a class of businesses that are just like everyone else.
Your challenge is to focus on what makes you exceptional…
Because you are exceptional.