There is no shame in using what works in marketing. In fact, it is suggested that you do use the techniques that have been time-tested and work really well for other businesses. But it is in how you customize the techniques for your own business that will make the difference. Too often, there are businesses that “attach” themselves to another more successful venture, riding on the tail winds and trying to reap the profit.
But your business should not be built on how similar you are to other businesses, but rather what sets you apart from them. Combining forces with other businesses should be a method of expanding on both businesses, and not making your business the same as someone else’s. Normally, this tactic is to add capital to both businesses rather than implementing another business’s procedures and protocols.
Your marketing efforts should reflect your individuality, and should show your customers how you are different than someone else. They have to know why they should choose you over your competitors. You should avoid spending too many of your marketing dollars on the affiliated business, and let them show their own individuality. Of course, you can lend them a helping hand, but don’t go overboard. In addition, you can ask them for help if you need it, but don’t allow a “cookie cutter” marketing campaign that makes you look identical to someone else. If your products or services are exactly like someone else’s, perhaps you have the wrong ones. You have to be sure that you find unique products and unique ways to market them. You don’t want to bore your potential customers with something they have seen a few hundred times.
If you know a business that has the “me too” syndrome, or your business has overcome this problem, please share your experiences here.
