What Makes A Business Unique? Taking About Oneself?
What makes a business stand out? What gets customers to choose you over the next one? What provokes this is another blog post that urges business bloggers to talk about themselves. "Talk about who you are," Kyle Lacy writes, "how you go about your daily routine… how YOU sell your product, service, or brand…"
Although this seems appealing at first, I wonder if that's really what the customer wants to encounter. When I think of my favorite business experiences, sometimes it comes down to the people I encounter. But more often, it's that the business shows that they understand me.
They can do this indirectly through the messaging (Pottery Barn, Starbucks, Breckenridge Ski Resort), or directly by showing a lot of interest in me. If I find them to be interesting as well, all the better. But if they don't understand me, then it's a non-starter.
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