In 2009, film director John Lee Hancock faced a major dilemma. His movie, ‘The Blind Side,’ a real life story about a homeless and traumatized boy who becomes an All-American football player with the help of a caring mother, played by Sandra Bullock, was scheduled to open the same weekend as ‘New Moon,’ the sequel to ‘Twilight.’
How was Hancock going to position his movie in a way that would catch the attention of weekend moviegoers? Would he ultimately be able to recapture his $29 million investment or would this project turn out to be a flop and go straight to DVD?
Everyday, I coach professionals who face a similar dilemma — the threat of being commoditized. In an effort to position them properly, I inquire as to what differentiates them from their competition. In other words, what is it about their personal brand that could add value to a business transaction or solve a complex issue?
Their response typically includes statements like, “I’m the smartest,” or “I’m the best,” or “I know everybody.” Generalities that any professional could profess.
Whether the statements are in fact true or not, how could a prospective client ever measure “the smartest” or “the best?” And, are statements like these enough to capture the attention of a prospect or referral source? Or, are they so cliché that they fall on deaf ears and the professional becomes unmemorable?
Luckily for Hancock, he was introduced to Grace Hill Media, an agency that markets films to the Christian community. It was Grace Hill’s strategy to release short clips of the movie ahead of its release to over 200,000 churches across the country. The clips would support the moral or ethical issues typically addressed in a pastor’s sermon. Thus, introducing ‘The Blind Side’ to over eight million consumers before opening weekend.
The same type of strategy can prove useful to professionals looking to differentiate themselves.
- Consider “the experience” your customers/clients have when dealing with you. How are they treated? How satisfied are they with your service? To assume they are happy just because they continue to pay you is just that — an assumption! If you really want to provide an unbelievable experience, solicit feedback (either directly or through a consultant) and validate your assumptions.
- What’s your value proposition? Value = price + utility. If you don’t want the conversation to boil down to price, focus on the utility side of the equation — service, convenience, accessibility, ambiance, and communication. Everyone claims to be a value-added provider — prove it through your actions!
- Your personal brand. Focus on managing your reputation and how you position yourselves in front of those who can hire or refer you business. Do something small everyday to promote your brand to others around you.
Differentiating the release of ‘The Blind Side’ proved incredibly profitable for John Lee Hancock. On opening weekend, the movie grossed $34 million, with total gross revenue to date exceeding $265 million.
What are you doing to differentiate yourself from your competition? Is it paying off?
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