Toward the beginning of this year, I caught a bug.

Haven’t had this one in a long time. And I believe the culprit was our mailbox.

You see, I caught the “decorating bug.” And it was from a magazine.

Better Homes and Gardens, to be exact.

I got stuck with this subscription when I signed up for a “trial” and then realized I was automatically charged for a full year.

(Yes, I know. My fault for not reading the fine print.)

But now it’s grown on me. The creativity is inspiring.

Of course there’s the inclusion of the popular IKEA products here and there. The Cowboy isn’t big on IKEA. He says they’re nothing but a bunch of cheaply made particleboard pieces slapped together.

It made me think about businesses and how often smaller businesses and entrepreneurs try to play the IKEA game.

You see, IKEA is a worldwide brand. As of August 2015, IKEA owns and operates 373 stores in 47 countries. In 2010, they sold $23.1 billion worth of goods.

The IKEA website contains about 12,000 products.

That doesn’t even include their complete product line.

There were over 470 million visitors to IKEA’s websites  in the year from September 2007 to September 2008.

In other words, IKEA is dealing with a massive amount of goods and customers.

When you mass-produce stuff, you can do it on the cheap. And you can make cheap products that people will buy when you have millions visiting your website in a year’s time.

So if you’re not IKEA…   … don’t market yourself like them. 

Don’t compete with the lowest-priced vendor.

You can’t.

Instead, look at businesses that offer artisanal and “handcrafted” products that boast quality and unique experiences.

They’re the ones to imitate.

It’s all about positioning.

And it can be achieved with the right copy.

It’s not just a matter of talking about your features and benefits, either.

But presenting them in such a way that immediately launches you out of the “cookie-cutter bookcases” room and into the “custom-built” one.

I’m pretty good with creating hand-crafted copy for my clients that does just that.

Why not schedule a quick chat and discover this for yourself?

Hammering away at greatness…
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