Rewards Await the Unique: Is Your Brand Cashing In?

Here’s a story that might hit close to home for many of you trying to score qualified leads.

We worked with a client to boost their number of sales meetings. They were in drug discovery, offering tailored cell assays. The initial campaign was reaching out to just about anyone in the field, scoring a meeting or two per month. We all wanted more. So we had to find a way to make our client stand out in a crowded market.

Plenty of companies can say they make one’s job easier. Only a few can convincingly explain how—and by how much.

Our solution? To carve out a niche within the niche. We crafted unique campaigns, each zooming in on a specific therapy area where our client had a track record. Each message was about that specific therapy, showcasing previous results with projects that potential customers recognized and had often grappled with. This approach cut through the barrage of daily emails and significantly increased—nearly quadrupled—our client’s meetings. We’re now looking into how we can further tailor our messaging to bring in even more meetings.

The moral of the story? Embrace your uniqueness but remember, the only uniqueness that really matters is the one your customers recognize and value. Once you find it, let it shine in every piece of marketing you do.

Let’s rewind a bit to where this story really begins. You know that moment when you realize you’re not quite as unique as your family and teachers led you to believe? Yeah, that’s a tough cookie to swallow. This reality check isn’t just for us as individuals but also applies to business. Back when I was working in the Business Support environment, I noticed that many entrepreneurs felt like their businesses were the best thing since sliced bread. And hey, there’s nothing wrong with that. In fact, you need to feel passionate about your company, or it won’t stand a chance. However, being unique in the marketplace requires a little more than just a firm belief in your product or service.

This approach cut through the barrage of daily emails and significantly increased—nearly quadrupled—our client’s meetings.

Here’s another story: One day I had five meetings lined up with startups looking for business advice. Three of those were all about telemedicine platforms. Each pitch was eerily similar. It was astonishingly hard trying to figure out what set each startup apart from the other because, honestly, they hadn’t really thought it through. Now, to be fair, most of these founders were fresh out of university or haven’t even graduated. But then, there was this one founder whose response to my question took me by surprise. He said, “We know how to handle the data we collect and our business model is to monetize this data.” No fluff about subscription models or seamless integrations, just the plain, honest truth: “We know how to make money, and we know what our customers want; data.”

Fast forward to now, where I’m serving as the Head of Customer Success at Meetings.bio. Part of my role involves asking those tough questions like “What sets your company apart?” In this fast-paced world, you have mere seconds to grab someone’s attention, so it’s essential to convey your unique selling point quickly, convincingly, and backed by concrete evidence. Plenty of companies can say they make one’s job easier. Only a few can convincingly explain how—and by how much.