– Your unique selling proposition –
Be a dingy…not a freighter
The first thing I wanna ask you, today, is…what kind of customer are you looking for? Do you have somebody in mind? Or do you think your products, services, and information are great for everybody? Well, guess what hot-shot. They’re not. But don’t feel bad. That’s true for every business owner. So, think of it this way. You and your business are unique. And that can work to your advantage, if you work on your unique selling proposition. A fancy way of saying “here’s why I’m different and why it matters to you Mr. Customer.”
Just about any unique selling proposition falls under three main categories.
And where you position your business will determine what kind of customer you will attract.
For example, on my way to my first client meeting this morning I passed a window company truck. And on the side of the truck, in big white letters, was the message “Windows For Less.” So, what category does their message fall under? If you said #1 Price, give yourself a nice pat on the back. Let’s do another example…
You’re walking in the neighborhood, near the dog park. And you see a step-van with a painting on the side that says, “Mobile Paw Spa”. Which category would that selling proposition fall under? If you said, “Duh, #3 Uniqueness” give yourself a treat. Good boy (or girl). Sorry…couldn’t resist.
One category isn’t necessarily better than the others.
But it’s important to be clear from the beginning. Because it’ll help you keep your finger on the pulse of those you want to attract. One thing about selling on price, though. Remember, there’s almost always a competitor out there who’s willing to offer an even lower price. That’s what’s known as a race to the bottom. And you don’t wanna win that race. Not only is it a tough way to stay in business…it’s just plain no fun.
There’s a lot of fish in a lot a bodies of water out there. And you don’t need or want all of them. It’s better to be a dinghy on a small lake than a freighter in the giant ocean.
So here’s what I recommend…
- Decide what kind of customer you want to attract
- Create your unique selling proposition based on that information, and
- Build your systems to support solid strategies to deliver on your promises
And in case you hadn’t noticed, I have a proven system to help you do all that and…
And if you’re ready to build your business faster, we should talk.
2 options: a free 15 minute discovery call,
or invest in a 2 hour intensive call ($1200)