Yes, You Are a Special Snowflake

These days, the expression “special snowflake” is often slung as an insult. But let’s think back to more innocent times, when kindergarten teachers told their students that every snowflake was different — and that every tiny person hearing their words was one of a kind too. It’s a sweet thought, and it’s true. No one has ever existed who is exactly the same as you.

As we grow up, we get busier, and sometimes don’t think much any more about what makes us unique. With all the time it takes to earn a living, who has time for naval gazing? Except it turns out that naval gazing may be just what you need to earn more money. Thinking about what makes you — and your business — different could be a powerful catalyst for attracting new customers.

It’s Time to Evolve Your Content Marketing

Posting useful information is the bedrock of content marketing. Providing answers to the queries that people type or speak into search engines is a time-tested way to increase traffic to your website, drawing in people who could become new customers or clients. When you provide this sought-after information, you enhance your reputation. You establish yourself as an expert, and you become more visible in Google searches. All of this is valuable.

But you could be doing more.

What happens if the information you post is similar to what your competitors post? Web searchers may be grateful that you told them what they wanted to know. But when it comes to taking the next step — to buy your product, become your client, or use your service — why should they pick you over your competitors if your content is basically the same?

It’s time to evolve your content marketing by giving your web visitors a reason to choose you.

And that’s where thinking about snowflakes comes in. People will pick your company when you show them how your business is unique, or as your kindergarten teacher might have said, like a one-of-a-kind snowflake.

Naval Gazing for Fun and Profit

It’s not necessarily obvious what makes you or your business unique. Some naval gazing may be required to find out. But you don’t need trippy music or incense. A little brainstorming is all it takes:

  • Is there something about your business that is more convenient than your competitors? Do you have longer hours or a better location? Do you offer a level of service that others don’t?
  • Is there something going on right now? A special sale?
  • Do you offer a unique item? A restaurant might have an amazing pie, made from Grandma’s recipe. A florist might carry a plant that no one else in the area has.
  • If you offer local professional services, think about what is unique about you, especially relating to your activities in the community. The more you come across as a three-dimensional person, the more likely a potential customer will be to reach out. A lawyer could mention coaching Little League. A dentist could talk about sponsoring a float at a holiday parade. Any activity that is positive and non-controversial is fair game.

None of these need be earth-shattering — just something that you can point to that differentiates your business from all the other restaurants, florists, lawyers, or dentists in your area.

Once you pinpoint items that make your business stand out from the competition, then you can incorporate them into your content marketing.

Infuse Your Content With Your Uniqueness

When you work with a freelance content writer, it’s a best practice to provide the writer with clear and concise instructions.  As part of your instructions, have a short list of points you want the writer to cover — and include your “snowflake” items — the things you have identified that make you or your business special.

Here at WriterAccess, you will find a small army of writers who will take your instructions and run with them — writers who know how to make your content pop. Give us a try with our 14-day free trial and see how we can help you use the magnetic power of your unique qualities to reel in new customers.

 

Clients rave about Marjorie R.‘s work. She has a clear, clean writing style and research skills honed as a law journal editor. She has written articles online for more than 15 years and has also written humor for American Greetings and crossword puzzles for the New York Times. She wrote an entertainment blog that was consistently in the top 5 in the Google search results, and at its peak was #1 out of a total of 66,499,997 results. She has a B.A. in Psychology from UC Berkeley, an M.A. in Creative Writing/English from SF State, and a J.D. from UC Hastings College of the Law.


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