In the last article, I talked about making yourself a “Category of One“.
In other words, it means knowing your uniqueness, delivering on it relentlessly, and using that message consistently in your marketing.
How do you find your uniqueness? Allow me to walk you through the process.
Step 1: List as many things as humanly possible that make your space unique.
The list could be about who you serve, the services you offer, the way you offer those services, what you and your members stand for, or any number of alternatives.
While you write this list, think about the conversations you’ve had with your members (if you have some).
Think about what they say is the reason they like working at your space. What specific thing brings them the most joy? (Marie Kondo, anyone?)
Write everything down, there are no bad ideas. Make that list long.
If you’re in that pre-launch stage, think about your premise. What opportunity did you see in the market that was lacking? How do you plan to out-deliver the competition?
Step 2: Look at your competition to make sure your ideas are actually unique.
It’s okay if there’s some overlap. For example, you might be the coworking space for friendly entrepreneurs (broader than I would like but still better than nothing).
Your competition may also have tons of friendly entrepreneurs. The point is you claim it (and it’s one of the truest attributes of your community).
It reinforces that value in your community and perpetuates the uniqueness. It attracts more likeminded people who are friendly and value others who are too.
Positioning like this adds flavour and personality to your brand. It conveys an emotion or a distinction of value to your best members.
Just make sure you don’t have others saying the same thing as you in their positioning.
If you claim to serve small businesses and freelancers, know that so does everyone else (almost), so it should be more specific than that.
Step 3: Pick one thing from that list.
Pick one thing, not two or three. Just one for now.
It should resonate with you and your members. It should be specific and true.
That’s your uniqueness for now. Head onto the next step.
Step 4: Try it on for size.
Make it your tagline. Put it in the hero section of your home page (top). See if it resonates.
You can always change it later, but the point is you’re positioning yourself in a Category of One.
It makes the rest of your marketing a lot easier. You get to have a “hook”.
Yes, you are a multi-dimensional coworking space. You are more than your single uniqueness.
But, having one element of uniqueness and focusing on it relentlessly will make it much easier to stand out in the crowd.
Not doing this exercise will condemn you to the masses of undifferentiated spaces and you’ll wonder why it’s hard to market your space.
What’s your one thing?
H/T to Sean D’Souza for going deep on this topic and helping to inspire the thought.