Grace Fuller Cleaves
Grace Fuller Cleaves, President of Cleaves Marketing, has designed and managed corporate marketing, sales, PR and communications efforts for businesses, non-profits and corporations for over 20 years. Cleaves’ experience includes both consulting and executive leadership in Internet and traditional marketing, corporate communications, business development and business management. She has special expertise in building professional service practices.
We often hear about the vastness of resources on the Internet as being overwhelming. There is so much information available to us online. There’s a lot of “noise” out there. It’s really the same in the offline world.
Online, how do we know where to look? We search for things by keyword. We think about what’s important to us, then we look for it. It’s a useful scenario, when thinking about how to describe any business – whether it has an Internet component or not. You must stand out from your competitors and you must be able to communicate that difference.
When you are describing your own practice, what makes it stand out from the competition? What do you do differently from or better than your competitors? Here are some common descriptors that might differentiate you:
- over 25 years of experience
- recent training on latest workplace mediation techniques
- specializing in domestic partner disputes
- formerly with the firm of Dewey, Cheetum & How
- mediator with 15 prior years’ experience as a marital therapist.
What about the less common things we highlight as different form the competition? Are these things less important, as important or more important to your client than your experience and training?
- evening hours
- plenty of free parking at our downtown location
- childcare available
- new appointments scheduled within 2 days
- free ½ hour consultation.
Your differentiators can be related to skill, experience, personality, office practices, location pricing, services and more. Determine what they are and make them a part of your everyday conversations with prospective clients and referral sources. Identify, clarify and prosper!
Copyright 2005 Cleaves Marketing
www.cleavesmarketing.com
