The DJ industry is very competitive. There are many DJ's who are making huge amounts of money and then there are other DJ's who are struggling to find any gigs at all.
If there are some DJ's who are thriving with their Business and you are not, there is something you can do to change that completely around where you become booked with as many gigs as you can handle.
To do this, you have to understand how to use a concept and differentiate yourself from the other DJ's.
So I need to ask you this question.
How different are you from any other DJ?
Do you provide services or products that another DJ doesn't? Do you provide better quality? Do you have the cheapest rates? Do you offer follow up services? Do you offer advice? Do you offer more solutions?
What do you offer your customer's that is different from your competitors?
This is the million-dollar question you need to be asking yourself.
A lot of dj's don't have any idea how they are different from their competitors. The answer is usually - 'we offer great service and excellent sound quality' or 'we offer the best range of music'. This is not being different from your competitor's as this would be exactly the same answer they would say.
The problem is you look the same as everyone else.
If you look the same as your competitors, how does your customer know whom to choose? They just choose whoever don't they?
I will put it simple. Pretend all of your competitors and yourself were in a room and a customer opens the door and has to choose only one of you. Your competitors and yourself scream out - 'pick me, pick me'. The funny thing is you don't get picked because the customer didn't even see you. You all 'looked' the same.
To overcome this, you need to be unique. Stand out from the crowd and be different. Be different means you are going to get noticed. But you have to go a lot further than that. You have to develop a Unique Selling Proposition (USP).
A USP is some area of your business that offers a solution to your customer's problems. A USP is the reason why a customer does Business with you. It determines whether they choose you or not. Not only that it allows you to charge above your competitors without losing any customers. This way, you don't get bogged down in a price war and lose profits.
There are several areas that could be a USP for a Business:
Price
At Electric DJ Services, we offer the lowest price. Guaranteed.
At Joe's DJ World, we offer the cheapest prices. If you find it cheaper somewhere else, we will match it and give 5% off our price
Service
At 'Dj Sound', we are open longer than any other DJ from 8.00am to 11.00p everyday
At 'hillside sound quality' we understand that sometimes your guests at parties want to hear certain tracks. Well have nearly all tracks available and we will play upon request. And if we don't have it available you get an extra hr of our playing time.
Value
When you book us for any children's party, you get a free dance video thrown in for each child to take Home.
Our Business services provide the best sound quality there is. If you find that our sound quality isn't the best you heard, you don't pay. We stand behind our equipment 100%
Exclusivity
At 'Big Bens' DJ services, we only use a special sound system that there is only three other companies are using in the world.
At Electric DJ's, we have the largest range of music tracks available anywhere.
By having any of these areas (you may have a niche one) allows for customer to choose someone who is providing the benefit and solution that they are after.
How do you choose an USP?
That comes down to understanding your customers. What are their needs, wants and desires? What questions do your customers ask themselves before they buy? For example:
Why should I choose this Business?
What are they going to do for me?
What promises will they make for me?
What exceptions will be granted for me?
How much value are they going to add to my
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