I saw this sign earlier at Starbucks. I've used this blog before to talk about how Starbucks "gets it." Although they've made their share of branding mistakes, overall, they know who they are and they know how to protect that…and communicate that.
I saw this sign and I was reminded how much this is like so many camps I've spoken with. "It's not just camp, it's <Fill in your own camp name>. Is a phrase that would pretty much fit every camp. No matter the camp leader…they are convinced that there is no place on earth quite like them. No one sings the songs like they do. No one does the great mealtime programming the way they do. No one has that high of a zipline or that fast of a water slide. Theirs is a one-of-a-kind camp experience. And I totally agree.
So then…why do you write copy that sounds like you're just like everyone else? If I were to read through your website copy or look at your brochure, you seem to be setting yourself up to have the same features most every other camp has. Sure, there are some minor differences. This one offers water skiing and that one offers a film making class but by and large based on your copy, you're really no different from the camp down the road.
"No!" you say, "There's a world of difference between us and them!" Then show me. What is your USP? (that's markeing/advertising lingo for "Unique Selling Proposition.") What is that thing…that feature or benefit or element or feeling or program or meal that is truly like no one else? Come on…I know you know what I'm talking about. What is it that makes your ministry different? What is the unique calling that God put you here for? That's what you should be writing about. That's the message you should be carefully crafting every time you put out a communications piece.
"But what if our USP isn't for everyone?" you ask.
(I'm glad you're asking questions. That means you want to grow and change)
You just can't be the perfect camp for everyone. No matter how much you may want to be or think you already are. In marketing, you've got to choose who to lose. You have to decide what that thing is that you absolutely do better than anyone else. Then put your eggs in that basket. Write about it. Show me pictures and videos about it. Give me some testimonials about it. Tell me why I need it.
When you know who you are and you have the skill to accurately tell me stories about it, you'll find an audience that will beat a path to your door.
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