Spot the Difference - Spot Your Strength

You've seen them and have likely spent time solving them. It's hard to resist looking at those puzzles that consist of two photos (or drawings) side by side of the same thing, yet they are not quite the same. To spot the differences requires a closer look. However, there are always one or two very distinct differences that are easy to find.

One of your goals as a community leader-promoter is to apply this same "closer look" inspection of what differences you can identify when comparing your town's history, personality, attributes and scenery with similar-sized communities. I'm betting you can identify at least one standout feature that can be used to create a special image and identity. I'm referring to a difference that gains you positive recognition, as having something that can't be found in any other place, or certainly not in many places.

This is a huge advantage for rural communities, as there is nothing more basic in triggering your growth trajectory than being noticed and then known for something that puts your town into conversations and ultimately contention as a place to go visit, go invest, go set up a business, or to choose to relocate. Spotting and selling your difference sets you apart from competing communities which sets you up for success.

The great thing is that the difference can be small or large, yet unusual and unexpected. Look for wild or mild, quirky or crazy, cool factor or just plain weird. You get the point. Once identified, use it as your strength, since people ( your prospects) will want to see or experience the things that then create a memory that becomes a part of their own story . They do so when you are not the same as other places, which you will find, you are not.

So, take the time to really get to know your own community. Spot your own difference(s). Determine from that what market-targets you have the ability and amenities to lure and support. Find the things that help you to stand apart from and above the crowd. Create and environment that your prospects can't help but consider.

Maybe you have been a place to pass through, not to stop or stay for any reason. If so, it would be a good planning exercise to have the locals answer: Why visit here (what is there to do)? Why move here, retire here, bring or start a business here? What potential exists that is untapped? What markets are underserved? What type of town are we (image and in real terms)? What could we become given our assets and our differences that help us to get noticed? What should we be doing today and each day to get to where we really want to be?

Begin by asking these and other revealing questions to ALL who will participate in your self-discovery. Then create a marketing program to drive home all the good things you have to offer certain prospects, i.e., tourists, potential businesses and residents, builders, developers. Make sure that they know you want them and can support them. Then promote your difference as the reason to choose you instead of other places also under consideration.

In summary, differences get noticed and getting noticed is necessary to move your community into positions to succeed. Spot the difference.

David Thornell is an  Alabama-born and based writer who retired in 2021 after 40 years in Economic Development and Chamber of Commerce leadership roles in smaller communities in Alabama and Mississippi. He now consults with rural communities who are committed to discovering and pursuing their own unique potential. His first book, Small Town Solutions, is available on Amazon. You may reach him at [email protected] or for discounts on orders of five.