Shoestring marketers inherently understand that one of the main components in the success of their small business is how to position themselves as unique, remarkable and extraordinary. In today’s vast ocean of millions of competing small businesses, you and your business will quickly drown if you remain ordinary. It is only the exceptional that survive.

However, the word “exceptional” can be incredibly intimidating for the small business owner. It conjures up images of superheroes and non-human strength.  Be that as it may, it’s really not all that difficult to become exceptional in today’s market. One of the most common dictionary definitions of the word exceptional is, “not conforming to a general rule or pattern.” Basically, you don’t want to be like everybody else.

Take a minute and think about the vast majority of businesses that are content to be ordinary.  They don’t answer emails, they keep you on hold forever, they offer unfriendly or inferior customer service.  Obviously, the list could continue, but there’s no doubt that the business that exceeds your expectations is an anomaly.

Since I am the daughter of an orchestra conductor, I have had the distinct pleasure of meeting some of the most famous artists around the world including Yo-Yo Ma, Itzhak Perlman, Kathleen Battle and recently, a classical guitar quartet known as the Romeros (you can learn more about them at www.romeroguitarquartet.com ).

After the concert, there was a dinner party for select guests and donors of the symphony. Obviously, the Romeros were not expected to attend. (In fact, very few artists would take the time to attend an after-hours dinner party)  But, the Romeros are not content to be just like everyone else. They came to the orchestra party afterward, they mingled with the guests, they ate dinner with the symphony donors and, much to our delight, Pepe Romero got out his guitar and played.

That is what I call “exceptional marketing.” The Romeros went above and beyond the call of duty and exceeded our expectations. As a result, there are now dozens of us that are not just devoted listeners, but “raving fans” who are telling everyone we know about the talent and genius of The Romeros.

What are you doing in your own business that exceeds the expectations of your clients, customers and prospects? Remember, this is not about superhuman feats and accomplishments. It could be as simple as answering emails quickly and efficiently, offering incredibly friendly and supportive customer service, or underpromising and overdelivering.

When you take it upon yourself to stand apart from the crowd and refuse to do business like everyone else, you abandon “ordinary” and catapult to the top of your industry. But, best of all, you and your small business can never drown when you are standing on top of a mountain.