I had another insightful call with a potential client last week, and they articulated something really important.
They want to use content to make sure they’re not perceived as a “me-too” coworking space.
Their point was simple: their brand is much more robust than just being a workspace. Beyond just the space itself, their ideal members are attracted to the lifestyle their space embodies. And that’s something they really want to focus on.
Here’s the thing…
Every coworking space has its own unique brand and value proposition that resonates deeply with its target members. But that can be vastly different for every space.
For example, some coworking spaces are all about great value. They offer a well-appointed workspace that’s free of bells and whistles for an approachable monthly rate.
Others are all about high design, top-tier amenities and programming, and a high-end ambiance with a price tag that fits the bill.
There’s also virtually everything in between, and each will appeal to a very unique demographic. What works for some will not work for others.
But there’s only one way to help people distinguish one from the other and to pick the space that’s right for them:
By defining and articulating your true differentiators and then sharing them with the world.
Because if you don’t find ways to do so—through your content, your newsletter, and your website copy–you risk falling into the “me-too business” category and you’ll make it a lot harder for your target members to choose you.
Get introspective. Understand what makes you different, who you’re right for, and who you’re not right for. Then create content that gets the message across.