Every Saturday and Sunday morning, I take my dog for an early morning stroll around Faulkner Park in Melbourne.

Each weekend, I am faced with the same dilemma - where do I buy my coffee and croissant from? There are three cafe's nearby; Cafe Vue, Fleur Depot de Pain at the Blackman and one other on Commercial Road. I never remember the name of the one on Commercial Road, but I do frequent it quite a lot.
Comparing two businesses and can't choose?

Mainly, the decision of where to go is decided based on what time I walk. If it is pre 8am, I go to the Blackman where the coffee is great, service is usually very good, but the croissant is not fantastic in comparison to the cafe on Commercial Road.

Cafe Vue is often out of the question because they don't do skinny flat whites (low fat coffee) and  use only organic coffee. I love the idea of organic but full cream milk doesn't work for me at all.

The no name cafe on Commercial Road has average service and usually a big line up but their croissants are delicious, crispy and just with the right amount of texture. They taste fresh and are always soft in the middle whereas the ones at Fleur Depot de Pain taste like they have been made yesterday.

The problem with this equation is that I can't choose other than basing my decision on time. There lies the problem. If someone cannot choose why they should choose you over your competitor, then you are doing something wrong. Something has to change. You have to do something at makes the decision easier for your customer and breeds customer loyalty.

Like Monday to Friday, I always get my coffee at the one place - Commodity Cafe. Why? Their service is exceptional, they remember name and they feed my dog chicken each morning. Their coffee is ok, but I am sure that there is better around St Kilda Road, but I would feel disloyal by buying coffee anywhere else.

Take a hard look at your business and decide what makes you different from your competitors. Make sure this stands out loud and clear.
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Mellissah Smith

Mellissah Smith is a marketing expert with more than 20 years experience. Having founded and built two successful marketing companies internationally, she is well recognized as a industry thought leader and innovator. Mellissah started her career working with technology and professional services firms, primarily in marketing, public relations and investor relations, positioning a number of successful companies to list on the various Stock Exchanges around the world. She is a writer, technology developer and entrepreneur who shares her thoughts and experiences through blogs and written articles published in various media outlets. Brag sheet: #2 marketer to follow on Twitter (2003), Top 150 Marketers to Follow (2015), Top 10 innovative marketers (2014), 60K+ followers on Twitter with 97% authentic.

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