Standing out when your competitors are standing right there

As an introvert, networking events don't come naturally to me. Add in the fact that as a full-service marketing agency, I'm often in rooms with niche providers who do "just SEO" or "just social media", and you'd think I'd be a nervous wreck.

But here's the thing - I'm not. Because I'm completely comfortable with my positioning. I know exactly what The Marketing Wingman offers and who values it. So, when I'm at a conference and spot a specialist agency chatting to a potential client, I don't panic. I simply wait my turn and have a genuine conversation.

The secret to promoting your business with confidence? Getting crystal clear on what makes us different in ways that actually matter to our clients.

Your point of difference isn't about being quirky or clever - it's about identifying the feature(s) that your business consistently does better than anyone else, and making sure they resonate with your customers. The key word is consistently. Anyone can have a good week. Your point of difference is what you deliver brilliantly, every single time.

Let's say you're a Kerikeri plumber who responds within the hour and always cleans up afterwards. Not sometimes. Not when you're not too busy. Every time. Those are features that your customers value and you do better than anyone else, every time.

Turning that into your value proposition – customer speak: "We fix your plumbing emergency today and leave your house exactly as we found it - minus the leak." That's what they'll remember at a trade show when three other plumbers are handing out business cards and talking about their pricing.

The magic happens when you can confidently share this at networking events or conferences, even when your competitors are in the room. You're not trying to out-talk anyone. You're simply connecting with people who value what you do best.

Before your next business breakfast or expo, nail down your value proposition. What do you consistently do better than anyone else? Why does that matter to your customers? How would they explain it to their mate over a flat white?

Because confidence doesn't come from being the loudest in the room. It comes from knowing exactly what value you bring - and saying it in a way that makes people lean in and ask for your card.