If you were asked: What is the uniqueness of this podcast, would you be able to answer the question?
The chances are that you might state one of the features, but not what makes it truly unique. What do you have to do to make the uniqueness come to life? And how do you get clients to pass on that uniqueness? Find out in this case study on our own podcast.
This is a transcript of the podcast.
I have a simple question for you.
Do you know what's the uniqueness of this podcast? So if you were to recommend this podcast to someone else, what would you say? In previous episodes we've gone over a uniqueness, how to create uniqueness, how to create a second level uniqueness, and yet every product of yours, every service it all needs its own uniqueness.
If the company doesn't have a uniqueness, that's okay, but the product, it needs its own uniqueness. That's why when I ask you what is the uniqueness of this podcast. What we'll get is a whole bunch of answers. Some of you might say it's the music. Some of you might say that it's just 20 minutes long. Some of you might say is broken up in three parts. Some of you might. So what you actually rattling out are the different features of the podcast.
And when we started out this podcast, we said that it's binge worthy and that was it. So we said that for a while and then clients kept saying, Yup, it's binge worthy. So we'd get emails and they would say it's binge worthy. So this is the beauty of uniqueness that when you create something and it doesn't always have to be great, it just needs to be put out on a regular basis. And then what you get is this echo now to get to this podcast itself.
You've never heard me say the uniqueness of this podcast. Well not recently anyway, but then I was talking to a client in 5,000 BC and he said, you know the reason why I listened to this podcast is because it's very calming.
Whenever I listen to several other marketing podcasts, they tend to be shrill. They tend to get my heart rate up. They tend to make me panicky, like I'm missing out on something. And when I listened to the three month vacation, he calms me down. It's like your making the mistakes, your going through things like I'm going through, it's calming me down.
Anyway, I didn't do anything about that information. I filed it away in my brain. And then a second client said the same thing, which is, oh, the other podcasts, they get me nervous, they get me jittery, they speak too quickly. The music, just even the music sets my heart racing as if I'm missing out. So there's this Fomo, which is fear of missing out and she says, I feel that consistently with the other podcasts.
And then a third person said it, at which point you're supposed to listen. And that's what we're doing right now. In an earlier podcast, I mentioned how you need to listen to what clients say on a consistent basis. So clients will tell you why they listened to about guests or why they buy a product, why they buy a service, and then they will go through three other points. Maybe you know, you're asking them questions and they relax a bit.
And then in those three other points, they come back and say, oh, because it's calming. The second person says, because it's calming. And the third person says, because it's calming and it's taken us a while. I would say it's taken us about six months to pay attention to this six months. Not a lot to do. You just have to go, what does the competition do? What do we do and how do we do it differently? And that's what this podcast is all about.
It's about the competition, which tends to get a lot of people feeling like they're missing out. And this podcast that tells you that you're going at exactly the speed that you need to go there, it calms you down. It doesn't get you all jittery. And it does so in a structured way. Notice how uncomplicated that uniqueness was. If you've been selling a product, you've been selling a service, or you have a podcast or a webinar or something on youtube, well think about it this way.
Ask Your clients and get their feedback. And then at that point in time, you want to make sure that you put these two structures together, which is what the other people look like. What does the competition look like? What do we look like? And then how do we do it? Just a little, how do we do it? Jittery, calm-end of the story. That's what it's all about. Now, once you have that clarity in your uniqueness, what you need to do is you need to state it time and time again.
And you've heard me do this with 5000 BC, you've heard me say that it's not about grandstanding like in other forums and and in other membership sites, but that people are kind and helpful in this forum and that helps you move forward. So it's a very simple phrase, but now you've got to say it over and over again, and you've heard me say this over and over again on this podcast.
And really that's the whole factor of uniqueness that you want to make sure that you get this very uncomplicated message together and then repeat it over and over again. And sometimes what's going to happen is that clients will come back just like they did with the podcast. We went from binge worthy, which really meant nothing to this calming effect. And that's where we'll stay. And that's what we'll go out consistently.
And that's how you'll be able to tell someone who says, oh, I already listened to a lot of podcasts. Why I listen to another one. Now you have a statement. Now you have a uniqueness that you can pass on, but this has come from customer feedback and that's something that you should do. Start off with a uniqueness that may or may not be too great. See the feedback that you get. Then put in what the customers are saying on a consistent basis and repeat that over and over again and you have your uniqueness.
And this brings us to the end of this podcast.
What's the one thing that you can do today? You're sure to have a presentation or a product or service that you're selling or you're promoting right at this moment. Don't worry about the stuff that you've done in the past that's all unintended to just what you're doing right now. Get this little comparison going, creative uniqueness and get started.