Entrepreneurship has been good to me, in more ways than one. I regularly write for independent representatives who sell insurance, health products, packing and shipping services, you name it, as franchisees or independent representatives of a major national brand.
Wait a minute, I hear you saying. (Or maybe not, but humor me.) This person sells a nationally recognized product or service and still needs marketing content? Surely an industry leader with a zillion-dollar marketing budget pumps out all the web content and print marketing collateral it needs to remain visible year in and year out. Surely such a household name can sustain its own marketing momentum.
Well, that’s absolutely right. A big-name franchise can take care of itself — but does it take care of you, the independent business owner?
I can’t tell you how many times a client has said to me, “I sell XYZ National and they give me all this marketing content that explains what it is, what it does and how to buy it. But none of this stuff promotes ME.” If you’re selling that household name in a major metropolitan area, chances are you can find a thousand others selling the exact same thing — with the exact same cookie-cutter marketing copy. If you don’t do something to make yourself stand out, you’ll never emerge from that crowd of anonymous salespeople pushing the same goods with the same company colors and the same business card and the same everything else.
Sameness will render you invisible. Fight sameness by branding yourself.
Say you sell insurance through a major national provider. Well, you don’t really have to go to bat for a company already enjoying enjoying instant recognizability and a great track record, do you? So instead you go to bat for yourself. Market yourself as an independent insurance expert and offer that national provider as the flagship of your product line. This approach also lets you bring in other, related products and services under the umbrella of your own brand. The result? Your business takes the center seat, not the 800-pound gorilla you sell.
If you represent a national franchise, find that unique spin on who you are and what you do that makes you the go-to guy for your product or service. Then announce that special quality to the world — through your own customized marketing.
For more about me, my writing services and current package deals, check out my website at www.reynoldswriting.com.