The market place out there has raised it’s voice, there are more people talking to you, providing feedback, on social networks and on forums as well as SEO, PPC and the more traditional marketing stuff. But, instead of listening, we more often than not start shouting as loud as we can to be heard above the ‘noise.’ And, it doesn’t seem to matter what market you are in, we are all up to it!

Consequently, the customer/prospect/client can’t hear us. They find it difficult to distinguish us from anyone else, we are just part of that ‘noise.’ It turns people off, they start to ignore us and even worse they become indifferent! They become bombarded with information and as a result close their eyes and cover their ears.

Now is a good time to STOP. A significant dose of looking is required. Look at what you are doing. Look at what the competition is doing. Look at what other businesses are doing in other sectors. Look at where the return on investment in marketing is working or where it isn’t. Then, I bet a good deal of change is required.

If you are not different then you need to be cheaper. The change must be around how you are different, measurable, demonstrable and tangible difference. It may not be your product but it may be your customer experience. It may not be delivery times but it may be that you have the most talented people in the business. It may not be location but it may be that your marketing message is so compelling that people buy into it.

Ultimately, the question and answer is not so much about how your product stands out from the crowd nowadays but how you stand out from the ‘noise.’