Why should anyone buy your product or retain your services? What do you have to offer that makes it worth anyone’s time and/or money?
This is an uncomfortable question, but it is the secret sauce to build your business. You must have the UNIQUE Point of Differentiation and a USP, Unique Selling Proposition.
We are all gifted with creative self expression; we all have something of value to offer. Here is the kicker, many of us have no clue how we stand out in the marketplace. We are not able to tell someone 10 reasons why they should buy our product, retain our service or invest their time and money in us.
Oprah Winfrey, Donald Trump, Martha Stewart, Iyanla Vanzant, Tony Robbins, Lisa Nichols, Gary Vaynerchuk, Chris Brogan, Ali Brown all have used creative self expression and their authentic voice to create rock star brands. They created extraordinary business models from ordinary ideas and dreams. They demonstrated the big “WHY”. Why you should consult with them, invest in them, showcase them and highlight them. Why them? Because these creative visionaries moved by force, determination, passion and consistency. They turned the ordinary business deal into an extraordinary opportunity.
If you’re going to create an extraordinary brand, you’ll need to keep showing up and showing out. You must be willing, able and ready to do something and say something interesting, relevant and transforming. You need to have a big enough WHY? Why you? Why here? Why now? Why should I choose you?
How can you create a micro product that clearly defines what you do and WHY it is important to the reader or listener? Record using audioacrobat.com, screenr.com or camtasia.com to add video and screen shots for illustration and demonstration purposes. Think about the following:
What are 10 problems you solve for people?
What are 10 problems that your market has?
What are 10 biggest challenges they encounter on a day to day basis?
Remember: If you are your authentic self and operate at your highest and best, you have no competition.