Cash in on being YOU! Find your Unique Selling Point for Success!Oct 09, 2022
You are one of a kind. Truly – in the great big world there is no one else exactly like you. Even if you were an identical twin, raised in the same household, the moment you are born you have different experiences that shape who you are.
Mama always said you were special, and Mama is always right! So, when you tap into who YOU are rather than trying to be THEM – you have no competition.
We are all so overwhelmed with marketing messages these days, that no matter how great your message is, or how widely you advertise it, if you don’t stand out in some way, your message just doesn’t get heard. So often it’s the new, the different, the unique that catches people’s attention.
I want you to think about what message your ideal clients are hearing most often from your competitors, and make sure you aren’t using those same messages.
Think about an autobody car repair shop – you constantly hear – “we give the best service, the best prices, we care about our customers,” blah blah blah. You hear it so often that it no longer means anything – it’s just assumed, or worse, white noise.
But then every now and then something stands out. What if you heard advertising for an autobody shop the message was “ We don’t want to see you in our shop”.
Huh? That’s different – that gets your attention.
The rest of the message, once they get your attention, is that they are going to give you a free vehicle health check on every visit to make sure that you are in to visit them as little as possible, because your car belongs on the road and not in their shop. That’s a positive message after all, but the way it was announced got your attention long enough to deliver the message you needed to hear.
So, think about what your message is and how you deliver it, and what you could do that would stop people on their tracks, and make you stand out.
There are lots of ways to do this and you know me. I never leave you with some good theory but no way to put it to use. I’m all about actionable steps.
So, let’s look at how you can use you uniqueness to set you apart from everyone else, even if they are doing something very similar to you.
First of all, there’s the obvious. If you have a business that’s doing exactly the same thing as another business, you will still attract a different market because you are different from the other person.
Let’s say you are a business coach – there are lots of different business coaches, but they might focus on different types of businesses.
Okay, but let’s say you both focus on coaching online businesses? Well, they might be heavy into mindset and personal development, and you might be more into business strategy.
But let’s say you BOTH coach online businesses, AND you both focus on mindset?
You are still going to attract difference clients because you have different personalities that shine through your marketing. She may be very woo woo and glittery, you might be very no nonsense, and straight to the point, and you are going to be the right fit for two very different types of people.
Just by being authentic and building your business based on your values and your truth, you will naturally create your own space, and attract your ideal clients.
But let’s set that aside for a minute, and let’s talk about making your weaknesses your strengths.
I absolutely LOVE this exercise and it completely transformed how I rebranded one of my companies when I flipped the script with this.
I want you to do a quick competitor analysis and look at your top three competitors and compare your business to theirs.
Now I want you to make a list of 5 things that you consider a weakness in comparison to them, something they have that you don’t, or they can do that you can’t.
I’ll give you an example:
My biggest competition for my promo company sells their products through a website. They are international, they have very little customer service or overhead, so they can undercut pretty much everyone else’s prices, people can shop with them from anywhere in North America if they have internet access, and they have pretty quick service.
So, what do I do differently? Even if it might be perceived as a weakness.
- You can not shop our products online 24/7
- We don’t advertise on tv or radio
- You can’t order our products in a few minutes online
There’s more – but let’s start with those.
Now how can I use those weaknesses, or things that make us different as a selling feature?
- You can’t shop our products online 24/7 – how is that a good thing?
What we carry isn’t available to every single person in North America from any computer at every desk. That makes it more unique and more likely to delight the recipient. Do you want the same promo item that everyone else has? Or do you want something unique, that everyone hasn’t seen already a dozen times from other service providers?
So not being online is an advantage if my client wants unique products.
- We don’t advertise – how is that a good thing?
Not advertising means that we are exclusive. We don’t work with just anyone. If we work with you, it’s because you were referred to us by someone we both know and trust, or we reached out to you directly because we thought you would be a good fit.
Being exclusive is a very powerful marketing tool, and my competitors that are available inline 24/7 can’t be exclusive.
- You can’t order our products in a few clicks online.
That’s actually a good thing, because promotional products are “slow marketing”. A banner ad online or tv ad are instant, they are here and gone in seconds. Promotional products are meant to be kept, appreciated, and enjoyed by the recipient for months or years.
And it takes time to choose the right product, it takes time to get it produced, and then more time to get it in the hand of your end user. So slow marketing like promotional products takes time and thought to get it right. You don’t want to order it online in a few clicks. You want experienced experts that will help you find exactly the right product for your project, so you can make that lasting impact.
So, those are some examples of how you can take something that’s perceived as a negative and make them a positive.
Let’s look at some of your differences and how we can flip them.
And it doesn’t always have to be a weakness – something it is just a difference, sometimes it’s a seemingly unrelated skill or knowledge.
You make figurines and you are gay – who is better positioned to make figurines of queer icons and create a whole new niche than you are? What is unique about you and how can you utilize that in your business to make it stand out and apart from the competition?
You love to travel and you have an art degree? Maybe you start offering retreats to locations around the world with incredible museums and art installations, for people who are passionate about art, and want that experience with you.
So that’s your one step for this week.
List 5 things that are different about your company in comparison to your competitors, and flip the script on how those things might actually be a selling point.
They are big companies and you are just a small start-up? Then they can’t move as quickly as you can to jump on new trends.
They have a huge selection of products and you don’t? That means you aren’t overwhelming your clients – you only carry the best or most carefully curated lines.
And bonus points if you also look for some skills, interest or expertise that is unique to you that you can utilize in your business, to create your own niche.
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