A certain way to attract customers (more certain than anything else I know) is to offer something they can’t get anywhere else. If you’ve stocked your store with creative, hard-to-find items that other stores simply don’t carry, then you are way ahead of the game. If your doughnut store can state for certain that your doughnut holes are smaller (and, therefore, your doughnuts are more substantial) than a doughnut junkie can hope to find elsewhere, then that is your message. If you carry truly unique greeting cards in your stationery store, cards that aren’t available anywhere except at your location, then people looking for such an item are sure to respond.
Of course, if you’re selling the idea that your business is unique, you need to work overtime to assure that it remains so. Do you remember when Starbucks was the only place where you could get gourmet coffees? It didn’t take long for hundreds of imitators to come along and make the same claim. If you’re successful in positioning yourself as totally unique, you can be sure that others will copy you — and you’ll have to continually reinvent yourself to stay ahead of the competition.
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