When I first started marketing on the Internet, nearly all the coaching websites looked alike. We had fewer coach training programs. You could tell that most coaches just applied the cookie-cutter templates they were given by their coaching programs. I remember the infamous “riding a bicycle” analogy: A coach doesn’t teach you to ride, but runs alongside guiding you and cheering you on. Then there was the quiz: “Are you ready for coaching?” Certain programs appeared everywhere, especially those encouraging participants to review their lives for excess baggage.
Fortunately most coaches have grown beyond these standard offerings. Yet when clients hire me, they often begin by wanting a website that looks just like everybody else’s. If you think about it, most lawyers have websites with just the basics. Real estate agents often are not allowed to be too creative: their sites fall under the umbrella of the parent company.
But me-too marketing remains alive and well on the Internet. After I wrote the first draft of this post, I came across Scott Stratten’s blog post, featuring his interview with Michael Port. Scott posted a video of his interview with Michael Port, which was billed as a “rant” against telesummit marketing. In fact, Scott and Michael ranted against me-too invitations for participation in telesummits. They pointed out they were getting cookie-cutter invitations, which made them wonder: Are all these people taking the same course?
Don’t get me wrong: I am not encouraging anyone to create a website that’s designed with the goal of “I want to be different.” Psychological research tells us that we have a zone of tolerance. Too similar to current offerings? We get bored. Too different? We don’t “get” it.
But it IS possible to have a breakthrough presence that makes visitors sit up and take notice. Often these visitors aren’t thinking, “This site is different.” They’re thinking, This site seems to resonate with me.”
In her recent book, Difference, Professor Youngme Moon of Harvard Business School writes about breakthrough brands, such as JetBlue and Ikea. These brands offer less than the usual amenities. JetBue doesn’t serve meals or provide a first class; Ikea originally provided no delivery service or furniture assembly. They were genuinely different in a meaningful way. They took away something but also gave customers something they hadn’t expected.
Her message might be, “Don’t waste time thinking of a cute slogan, a catchy logo or a website that makes you gasp. Think about a new way to serve your customers – responding to needs and wants they may not realize they have.”
It’s not easy and not even essential for most service business owners who market on the Internet. You don’t need to offer a breakthrough. But often when we talk for awhile, I find my clients really do have something truly significant to share. They get to differentiate themselves from the inside out. That’s a goal worth shooting for.
{ 5 comments… read them below or add one }
Very good point. I find the me-too websites in real estate and home based businesses (network marketing), also known as replicated websites. No matter how I explain that to people that they need more (differentiation), they just don’t get it. I’ll send them the link to this blog post.
Thanks!
Marsha
Cathy –
First, I love this new site! The caricature of you is so eye-catching!
Second, I know when working with clients that they often want to promote what they want to talk about. But what’s needed is to promote what the prospective client/customers wants.
We all want to know what’s in it for us. And an effective marketing website makes that very clear from the first instant a visitor lands on the site.
Thanks as always for sharing such valuable insights,
Phyllis Zimbler Miller
http://twitter.com/ZimblerMiller
Wow! What a topic Cathy, thanks!
What I see happening to create the me-too websites for my clients is two fold. First, they are not 100% -solidly, wildly, and exuberantly clear on who they are and who they serve in their business. Secondly, and a symptom from number one, is that they are afraid to profess their true value to the world…you know Cathy, it goes along with your Bragging 101 Concept; know who you uniquely are as a business and SHOUT and show it to the world! What better place to show and tell than our websites!
Thanks for inspiring us Cathy!
Jennifer Tobias
I remember when every coaching site I visited had a compass theme. There were pictures of compasses everywhere! Then again, my site has a globe theme and that’s not exactly original, so I probably shouldn’t talk.
Differentiating oneself from others in your same niche is the challenge, isn’t it, Cathy? I like what you said about how you go about serving your target audience as being the ultimate difference. Beyond the necessary basics of what a web site should offer, it’s our individual responsibility and goal to find ways to outshine the rest.
Little by little, by sheer observation of my competitors, I’m figuring out my Unique Value Proposition. Still a work in progress.
Great insights!
Melanie