Why/How are You Different?

Hi, I've got some very important points to go over with you that will help you dominate your market. There are a couple things you need to work on this week and these things will help you implement, integrate, and incorporate all of the different marketing systems, strategies, and tactics you have in mind. So, let's talk about the first one. And, that is "why are you different?" So much of your marketing and penetration of your community relies on the answer to that question. If you can't answer how and why you are different, then you’re pretty much going to be viewed just like everyone else. No different, no better, just another professional on the street. So, that's the first question you need to answer, "How and why are you different?" We may have talked about this before, but I’m not talking about that you really care about your people. That's not a reason why you are different, because most professionals will say we care about our clients. I want to know education, techniques, services, and even your staff. Maybe you have certain staff that’s part of your office that no other professional has in their office. So, all of those things need to be considered when thinking about how and why you are better or different than everybody else. The next exercise is USP. You've probably heard about this before. U.S.P stands for Unique Selling Proposition. And there's lots of different ways you can use that acronym, but Unique Selling Proposition is the most popular way. This is something like FedEx, where they say "Absolutely guaranteed to be there overnight", or Domino's Pizza “Delivering in thirty minutes or less or its free." What's your Unique Selling Proposition (USP)? Answering how and why you are better or different than everybody else will help you create a USP. So, you have to figure out what your selling proposition is and how and why you are different. That will lead you into the next step, "What do you solve better then anyone else?" If your clients, perspective clients, inactive clients, and even your staff are going to talk about you to their friends and family, there’s got to be something distinctive they can say about you. What you're doing is, you're giving your clients a chance to go out on the street and educate people about how and why you are better or different then everybody else. Then of course, they can explain why you do what you do and how your service works. There's a great example on how to position your self as better or different than everybody else. Again, that’s just one example. So, once you've got these three questions answered, you can then take a look at how you can integrate those answers, your solutions, and how you’re better or different into all of your other marketing initiatives, so you can make it into a complete marketing system. Have a wonderful day and we'll talk to you next time!