What's common between Dominos Pizza, Subway
and Federal Express?
How do you create a USP
Say cheese," says the person behind the camera.
And you say cheese. Your facial muscles are frozen. You have a dumb, goofy look. And under your
breath you're muttering,
Click! You blink. The picture's been taken.
And then the photographer runs across to you, all excited to show the nice digital photo. You take a look, you roll your eyes. You cringe. Because you just detest the photo.
It looks artificial. It looks posed. It's not you. It looks like all those 'cheesy' pictures you've seen before.
It's not unique.
And the uniqueness you sought to find, looked like the cheesy picture in the third paragraph.
When asked about your uniqueness, you mumble something like 'service or quality,' which means nothing to most people.
So she did what all the experts recommended.
She asked her clients. And some of them shrugged. Some of them gave her mixed answers. And that left Sarah more confused than ever before.
Then she did what most businesses do. She gave up. She figured her business would just remain a commodity. To hell with the uniqueness. Trying to find what was unique was too hard.
Let me explain.
I asked Sarah what she'd want to achieve for her students most of all? Her response was lightning quick and I backed up two steps at the speed and ferocity of the answer.
"Injury," she said. "You can really hurt yourself in a yoga class if you're doing the wrong thing. I want every student to have Injury-Free Yoga."
Tum..dee..dum. Can you see it? Sarah couldn't see it. Her uniqueness was *Injury-Free Yoga.* Plain and simple.
What do I *want to do* in my business that's different from every one else? What do you want to do that's different in your business? What's your dream for your customer?
You'd call a pizza place. You'd ask, "Can you deliver?" And about seventy-nine hours later, you'd be still tapping your fingers waiting for the pizza guy to arrive.
Tom Monaghan did what Sarah did. He couldn't find anything unique about his business, so he invented his uniqueness.
He worked out how to get a pizza to his customer in 30 minutes or less. And then he came up with Dominos now historic slogan. Dominos Pizza. In 30 Minutes or It's Free!
Yup, the pizza man invented his uniqueness.
Are you getting the point?
The uniqueness has to be invented. Here's how you do it. You look at your business like you were a monarch surveying his kingdom.
And then make this big, warm wish for your royal subjects. If you could, what would you do differently?
Then do it. And once you've got the swing of things, announce your uniqueness to the world.
If the answer to both those questions is No, then go right ahead and proclaim this uniqueness to
your customers. It doesn't matter if your competitor does the same thing. If you're
Simple. Cindy invented her uniqueness.
Her proposition is simple. If you're a real estate agent in Milwaukee, she won't work with another
real estate agent in Milwaukee. She'll work with a real estate agent in New York -- that's ok. But
she won't have two real estate agents scrapping it out for top search engine rankings in one geographical
Now that makes Cindy different. Her customers know their privileged information stays privileged with Cindy. They realise the advantage of working with someone who has the integrity to pass up instant income for client secrecy. And they're willing to pay more to get Cindy's enhanced service.
Cindy's onto a good thing with her self-created uniqueness.
Most businesses know their uniqueness. They'll even tell you their point of difference in a conversation. Yet, you won't find it on the front page of their web site. It's swept under the carpet in their brochures and newsletters. When they stand up to speak, they forget to make it an important part of the spiel.
If you look at the bottom of our newsletter, you'll find the uniqueness. It says: A real newsletter - Not a disguised ad.
That's what we decided to achieve. It's our own invention.
In Conclusion: You too can create your own uniqueness
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