How You Package Your Services Matters

I begin this by letting you know that I am an Apple fan and have been for many years. For whatever reason, I enjoy the products the company produces. Whether it's the way the computers, iPods, and iPads are designed or the ease I find in using their operating systems, most of the products suit me just fine. So it should be no revelation that, now that the iPhone is available on Verizon, I bought one. In fact, I bought one for my wife, too.

I knew I was going to like the phone; that was a given. However, I was surprised when I opened the box. I am not sure why. I know that Apple is virtually unequaled in the way it packages its products. But again, I was caught off guard. Let me explain.

The box is relatively small -- smaller than I would have expected. On the front is a picture of an iPhone. Nothing earth-shattering there. But when you open the box, the phone is right there on top. That's what you see first ... the phone -- not the instructions, not packaging, not the ear pods. It results in a sort of unexpected unveiling. Then, when you remove the phone from the box, the accessories are so neatly packed that it is obvious how much attention went into the detail of the packaging.

Does all this matter? It does to me, and I'm sure it does to many others. It matters because Apple is a company that charges a premium for its products. It matters because one aspect of the company's brand is its design capabilities. It matters because Apple consistently tries to set itself apart from its competition. It matters because there is a lesson here for businesses of all sizes.

I am not saying that you should look to separate your company from your competition by going above and beyond with packaging. But as a marketing coach for solopreneurs, I am saying that there is always a meaningful way to set yourself apart from your competition. There is always a way to do what your competitors cannot or will not do. When those ways make a difference with your target audience you have a tremendous opportunity to further connect with your audience and increase sales. As an added benefit, your clients/customers become cheerleaders and spontaneously initiate positive word-of-mouth marketing for you.

So here's my question. How have you distanced your company (or how are you going to distance your company) in the eyes of your target audience? I ask because it matters.