For this episode of IHAQ, we welcomed Sarah Ginand, owner of Strategic Marketing Consulting, to give her thoughts on how companies best stand out in a competitive market.

Sarah recommends focusing on what you do that is different for your ideal customer or your differentiators.

What sets you apart from the competition? What do your customers get as a result of that? This is how you need to market your business.

Businesses often start off wanting to be all things to all people. However, a generic approach to marketing leads to a much bigger target market than you need with diminishing returns.

Spend time defining your differentiator, and it will ultimately produce better results for your clients.

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