Leveraging Your Uniqueness

In last week’s post, we said that finding your unique proposition was paramount to your business’s success. You should have dug deep to get to the heart of what sets you apart from your sea of competition. Having your proposition in place, we now turn our attention to using it to your full advantage.

I’ll continue to use the example we looked at last week: “your pizza delivered hot and to your door in 30 minutes or less, or it’s free”. It was a bold move that paid off. At the time, home delivery service for pizzas averaged around an hour or more, depending on the day of the week. To guarantee a hot delivery in half of the time of your competition took a bit of bravery and a lot of streamlining.

This is one example of many that can be used to leverage sales in your favor. Right now, Buick is re-branding itself as a hip, stylish vehicle rather than something your grandparents drive. American Standard is running a campaign aimed at making them the cleanest toilet on the market.

Take your unique proposition and use it as leverage in your marketplace. What can you give them that your competitors can’t? How can your offer appeal to your ideal customer? You’re not sure who your ideal customer is? Not to worry. We’ll tackle that in next Friday’s session. Until then, follow the blog to get your sessions delivered into your inbox.


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