In order to stand out as an expert brand in your industry, you must first uncover your unique twist (selling point).
Your unique twist (selling point) highlights how you are different from your competitors and can help you to stand out as that irrisitable choice in the mind of your ideal customer.
In this article, I address the copy-cat culture that has recently emerged among health professionals online, why this is problematic, and share how you can uncover your own unique twist to stand out as an expert brand in your industry.
A trend has emerged among health professionals on social media recently, and this trend is that the content practitioners are sharing and the way they are speaking is beginning to look and sound the same.
The truth is, imitation is detrimental to your brand.
And I can’t help but feel that this copy-cat culture stems from practitioners not knowing who they truly are as a brand and business.
Good marketing is all about finding your point of difference in the market and really owning that to stand out within your industry. And if you are mimicking other businesses, then the important health messaging that you are trying to deliver will only get lost as your audience will just tune out.
In order to have your voice heard online and grow a profitable and sustainable business, you need to do something different and uncovering your unique twist (selling point) can help you do just that.
I don’t think it is fair to have this conversation without acknowledging why we are seeing what we are seeing online at the moment.
There has been a huge increase in the number of health professionals starting online businesses in recent years, and as a result I feel like practitioners are looking for guidance.
If I place myself back in my shoes four or so years ago when I started my first business, I had no idea how to navigate the online space let alone run a business. In addition to that, I didn’t know who I was or who I wanted to be as a practitioner. And so, I looked to others for guidance.
I felt lost. I felt like an imposter. I compared myself to others online and had no idea of the value that I could offer the world through my work. I did not know what my unique twist (selling point) was yet. And so, I can’t help but feel that this is a large contributing factor to the issue at hand.
Running an online business can be a very lonely and isolating experience, so the fact that health professionals are turning to others for support is actually a good thing. Don’t get me wrong, I am a huge advocate of investing in support!
But the methodology of others should not be your holy grail for marketing your business. Instead, you should feel supported in finding a way to promote your products and services in a way that feels good to you, and a way that will resonate with your audience.
One of the best parts of having your own business is the fact that you get to do it your own way. You get to create a business model that supports the type of lifestyle you want to lead. You shouldn’t feel pressured to build a business based on a model that has worked for others or because you have seen other people do it and so assume that you must follow it too in order to be seen as successful in your industry.
The relevance of my conversation with Millie Padula on NakedChats surrounding self-worth and whether you feel like you are enough as a health professional, is so evident here. Do health professionals not think that being themselves and doing things in their own unique way is good enough, so instead they imitate those that they perceive to be successful in order to feel validated and accepted? This is something that I could have related to at an earlier stage of my business journey and only you can answer that for yourself.
You have so much value to offer, there are people out there who need your help.
But in order to help them, you first need to find your unique twist (selling point) and consider who you are as a brand and business.
If you are someone who is:
Then, I would recommend to try answering these three questions to help build clarity around your unique twist (selling point):
Afterwards assess what you are currently doing in your business and through online marketing. Ask yourself honestly whether your current actions are in alignment with your answers. If they are then that is fantastic, but if they are not then please take this as your sign to dig deeper and further reassess your current brand and marketing strategy.
You do not need to mimic what other people are doing online and in their business in order to be successful.
Every single health professional has their own unique twist, you just need to discover exactly what yours is.
Finding this unique twist (selling point) will help to set you apart from your competitors which will support the growth of a profitable and sustainable business in the long run.
Need help uncovering your unique twist (selling point)?
I delve into this and so much more in my twelve-week marketing course, Markerita, where you will learn the exact ingredients you need to build a modern-marketing system that converts your *dream clients* like a breeze and sets your business up for success in a way that feels good to you. Learn more.
August 5, 2022
I help entrepreneurial health professionals market their businesses online with ease through digital courses, resources and services that support them in building a profitable and scalable business.
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