Does your business have that 'X-Factor?'

Digital Discoveries - X-Factor.jpg
Digital Discoveries

SAN ANTONIO - Does your business have that “x-factor?” Yes, that’s right. That x-factor that gives you the edge that makes people choose you over your competitors. If you’ve never mapped out your company’s x-factor, you’ll know how to do it after reading this. If you apply the following techniques to all your marketing (including your website), you’ll average more sales from the same amount of traffic without spending a dime more.

Anywhere you look online, there’s a ton of ads. It’s a crowded space, a competitive space, pure insanity for any local business who has to compete against the “big boys” with deep pockets for marketing. How can a local SMB compete?

X-Factor. That’s how!

X-Factor is basically what makes you different or better than your competition. All you have to do is map it out and use it consistently to win more sales, even in overcrowded spaces and up against big competitors.

Business X-Factor consists of four elements:

  1. Speed
  2. Price
  3. Deals
  4. Uniqueness


Can your business provide a product or service faster than most competitors? If so, you might have an edge that will win you some customers over your competition.

“Same Day Service” or “Fixed in Just One Hour” are some great examples of the “speed” x-factor that some consumers find most important. Dental and medical professionals who offer “same day appointments” always win more patients over competitors who make their patients wait a few days for an appointment. Same goes for services like plumbers, air conditioning contractors and electricians.

If “same day” isn’t a possibility, you can still use phrases like “fast response” to get people’s attention without over-obligating yourself.


This one is the easiest of all x-factor elements. Do you have better prices than your competition? Go online and check your prices against your competition. Make sure you have great prices on the most popular products or services and let people know about them. You’ll have to adjust your prices if your competition matches your offers.

Adding more value for the money is also a good strategy if you can’t be the “lowest price” in town. Bundle things together and offer them at a great price -- and watch the calls, and the cash, flow in.


What are the best deals that your company is offering right now? Get them out there!

If you haven’t created some great customer deals recently, make it a part of your regular company functions, just like payroll.

Deals always need to be fresh, relevant to the time of year and compared to your competition’s deals.

Limited-time deals give people a sense of urgency to buy from you now.

Make sure that you’re consistent and show your deals across the board from your website, digital display ads, Google ads, TV, Radio, everywhere. Deals are what get people excited about your products, services and your company.


Does your company offer products or services that none of your competitors offer? Why keep that a secret?

One of the strongest x-factor elements is uniqueness in your product or service offerings.

Years ago, I worked with a local swimming pool builder who was the first to his local market with self-cleaning swimming pools. Getting the word out to the market before anyone else made them a leader, even after other companies came into his market with the same product.

You should think of ways to make your products and services unique to differentiate yourself and gain market share.


Every local business can compete with larger companies and win sales by mapping and using their x-factor consistently. Again, place your company’s x-factor on the homepage of your website, on your cards, promo material, vehicle wraps, signage, Google ads, digital display ads, TV, radio, newspaper, magazines, everywhere people see you. Make sure they see why they need to buy from you over your competition. Make this process a part of your monthly strategies and your sales will rise.

With successful digital campaigns, local businesses can grow their bottom line fast. Our team at Sinclair Broadcast Group and Compulse Integrated Marketing can help your business grow by developing smart digital marketing campaigns based on research and data. Call us today and start your company’s journey. We’ll help you navigate to a successful future in a cost-effective way.

Questions? Call Darrin Cheraso at (210) 377-4721 or email