Welcome to Allora! A bi-monthly digest sharing style and strategy in branding, web design and business ownership for graciously ambitious service providers.
Hi First name / there!
I am so close to setting my out of office but couldn't leave for vacation without sending your bi-weekly issue of Allora!
I will be skipping August 19th (unless creative inspiration strikes from the sandy beaches of PEI or the spectacular views of Cape Breton, Nova Scotia).
Today, I want to chat about table stakes - and no, we aren't playing poker (although that is where the term comes from).
Table stakes in business are the minimum features you need to show up in your industry.
Table stakes are your customers minimum expectations.
My clients expect that I can make a responsive website, that looks good, is technically sound, and has all the typical features of most websites today. If I couldn't meet these expectations, I’d have no work.
When I ask my branding & web design clients what they think is unique about their business, guess what a lot of them list. Good service, reliable, professional advice, quality…
You guessed it - table stakes.
If what sets you apart matches what everyone else is claiming in your industry, then you haven’t honed in far enough.
My sister recently started a photography business.
Being new to the market, she’s pulling out all the stops to impress her first clients. For her date night photo sessions she dresses up, brings blankets and other props, provides bug spray (because water at sunset means mosquitos), and every couple gets a bottle of wine or beer to enjoy after the session. She’s elevating the experience to make it unforgettable.
Her couples expect good photos but the experience sets her new business apart.
Differentiators are the features your customers will notice.
They build brands and should be communicated boldly. So go ahead and brag a little! Share what makes you special - your audience is excited to know. 🧡
Vanessa
PS. Ship 30 is starting an August cohort this weekend. If you want to learn how to write content for your business, this is the perfect place to start. I'm a proud sailor on the membership, I can't say enough great things about it.
