# Stop Being a Commodity: The Guide to Standing Out and Winning More Work
If you’re running a business in Brisbane right now—whether you’re a sparky in Coorparoo, a lawyer in the CBD, or running a landscaping crew in North Lakes—you know how hard it is to get noticed.
You look at your competitors and they all seem to be saying the same thing: "Quality service," "Family owned," "Best prices."
Here is the cold, hard truth: If you sound exactly like everyone else, the only thing a customer can use to choose between you and the other guy is price. And when you compete on price, it’s a race to the bottom that ends with you working 70 hours a week for a profit margin that wouldn't cover a pub lunch.
This guide isn't about "brand theory" or "colour palettes." It’s about how to make your business the only logical choice so you can stop haggling over quotes and start winning the jobs you actually want.
Why Most Brisbane Businesses Are "Invisible"
I’ve sat down with hundreds of business owners across South East Queensland. Most of them are bloody good at what they do. But when I ask, "Why should I pick you instead of the bloke down the road?", I usually get one of three answers: 1. "We do a better job." 2. "We've been around for 20 years." 3. "We’re honest and reliable."
Here’s the problem: Your customers expect those things as a bare minimum.
Saying you’re "reliable" is like a restaurant saying their food won’t give you food poisoning. It’s not a selling point; it’s an entry requirement. To truly stand out, you need to find a way to be different in a way that actually puts money in your pocket.
The Cost of Being "Just Another" Business
When you don't stand out, you pay for it in three ways:
You lose jobs to the cheapest bidder: Customers treat you like a gallon of milk. They don't care where it comes from; they just want the lowest price. Your marketing costs more: If your website looks like every other site, you have to spend ten times more on ads just to get noticed. You attract "nightmare" customers: People who choose you only because you're cheap are usually the most demanding and the slowest to pay.
If you want to stop competing on price, you have to give people a reason to care about who you are, not just what you charge.
Step 1: Pick a Lane (Specialisation)
One of the biggest mistakes I see in Brisbane is the "Jack of all trades" trap.
Let’s say you’re a plumber. You do blocked drains, hot water systems, new builds, gas fitting, and emergency repairs. You think by offering everything, you’re casting a wider net.
In reality, you’re becoming a generalist. If I have a burst pipe at 2:00 AM, am I going to call the "General Plumber" or the guy who advertises as the "Brisbane 24/7 Emergency Leak Specialist"?
I’m calling the specialist every time. And I’m prepared to pay more for them.
How to find your lane:
Who are your best customers? Look at your books. Which jobs made you the most profit with the least amount of stress? What do you hate doing? If you hate doing commercial fit-outs, stop advertising them. What is a specific problem people have? Don't just be a "Mechanic." Be the "European Car Specialist in Milton."Step 2: Fix Your Visuals (The "Ugly Website" Tax)
I’m going to be blunt: if your website looks like it was built in 2005, you are losing money every single day.
People judge your work by your cover. If you tell a customer you provide a "premium service" but your business card is flimsy and your website doesn't work on a phone, they won't believe you.
You need to update your brand so that it matches the quality of the work you actually do. When you look like a professional, high-end outfit, people stop questioning your rates.
Quick wins for looking better:
Real photos, not stock photos: Get a professional to take photos of you, your team, and your branded utes. Stop using that fake photo of the smiling guy in a hard hat from a US website. Brisbane locals can spot a fake a mile away. Make it work on phones: Most of your customers are looking for you while they're on the go. If they have to pinch and zoom to read your phone number, they’re gone. Clean up your logo: If your nephew designed it for $50, it probably shows. A clean, modern logo tells people you’re a serious business that’s here to stay.Step 3: Tell a Story That Wins Jobs
People don't buy services; they buy outcomes. They buy the feeling of a renovated kitchen where they can host Christmas. They buy the peace of mind knowing their tax return is done right.
Most business owners talk about
themselves. "We have 10 years experience." "We use the best tools."Instead, talk about the customer. Show them you understand their frustrations. If you're a builder, don't just talk about timber and nails. Talk about how you keep the site clean so their kids don't step on a nail, and how you actually show up when you say you will.
Learning how to tell your business story is the fastest way to build trust before you've even met the customer. It makes them feel like they already know you.
Step 4: The "Google Factor"
In Brisbane, if you aren't on the first page of Google, you don't exist for 90% of your potential customers.
But just "showing up" isn't enough. You need to look better than the guy above you and the guy below you. This usually comes down to Reviews.
I’ve seen businesses with 4.2 stars lose jobs to businesses with 4.9 stars, even if the 4.9-star business was more expensive. In 2024, your Google rating is your reputation.
The Strategy: 1. Ask for reviews every single time. Don't be shy. Tell the customer, "Hey, as a local Brisbane business, your feedback really helps us out." 2. Respond to every review. Even the bad ones. Especially the bad ones. It shows you’re a real person who cares about their reputation. 3. Use your location. Mention your suburb. If you’re in Chermside, say you’re in Chermside. Google likes local businesses that clearly serve their local area.
Step 5: Stop Selling Features, Start Selling Benefits
This is a classic mistake.
Feature: "We use a high-pressure jetter for drains." Benefit: "We clear your drain for good so you don't have to call us back in three months." Feature: "We are CPA qualified." Benefit: "We find every legal deduction so you keep more of your hard-earned money."When you explain
why something matters to the customer's wallet or their time, the price becomes secondary to the value.Summary: How Long Does This Take?
This isn't a "set and forget" thing. But you can see results quickly:
Week 1-2: Clean up your Google profile and start asking for reviews. You'll likely see more phone calls within 14 days. Month 1: Fix your website messaging. Stop talking about yourself and start talking about the customer's problems. Month 3: You'll notice the "quality" of your enquiries changes. You'll get fewer "tyre kickers" and more people who say, "I saw your reviews and I want you to do the job."What’s a Waste of Money?
Radio ads with no clear offer: Unless you have $50k to burn, don't bother. Cheap SEO services: If someone offers to get you to #1 on Google for $199 a month, they are lying. They will use "black hat" tactics that will eventually get your site banned by Google.
- Fancy brochures: Most of them end up in the bin. Invest that money into your website or your Google reviews instead.
Let’s Get Your Business Noticed
If you're tired of being the best-kept secret in Brisbane, we can help. At Local Marketing Group, we don't care about fancy awards or industry jargon. We care about making your phone ring.
We’ve helped tradies, retailers, and professionals across Queensland stop competing on price and start dominating their local area.
Ready to grow? Contact us at lmgroup.au/contact and let's have a straight-talk chat about how to get you more customers.