Mark, a follower of our weekly show, Coach’s Corner, asked by email: “I’m in a very competitive market, what can I do to stand out?”

Here’s my answer to Mark:

The number one thing that I would tell you is you need to differentiate yourself.

If you’re a service provider, that means that you’re been working with clients. In my opinion, most service providers don’t take the time to work on their brand. They don’t take the time to publish content, to write a book, a whitepaper, a free report or to have a video show online or to publish videos. The only way out of a competitive market is to rise above the noise and the only way you can do it is by creating a more “Perceived Authority”.

“Perceived” is the big word here because “Authority” is always claimed when you’re a service provider. If you’ve worked with big brands but no one knows about you, you’re not using that leverage point that you have. Let’s say you have worked for a huge company and you’ve consulted with them for years, if you have the authorization to use their logo, that logo should be at the top of your website. All the small things of really rising above the noise are one of the keys in standing out.

The bottom line is: you need to build your brand to be known in your market and become a content publisher to establish yourself as the go-to-guy.

What do you think? I’d love to hear from you! Leave a comment in the section below 🙂