This morning, I received an email from an organization pitching the following workshop:
“Branding Your Uniqueness”
Granted, I don’t know the presenter and I don’t know the content of the presentation. But I DO know the organization, and that they are being quoted and used as an industry-wide example of how NOT to pay speakers… even though their paying members are speakers. (You can chew on that a while if you’d like, but if you’re a speaker, you’d be better off just grabbing the free gift over at www.profitablyspeaking.com!)
Bottom line: Regardless of your industry, the landscape on which we do business has changed. Your “Unique Selling Proposition”… Your “uniqueness”…. What sets you APART is — simply and bluntly — no longer enough.
So forget all that. The King or Pope or whoever can come and ordain you as the MOST UNIQUE EVER and it still wouldn’t matter… not when it comes to gaining more and new business.
Today, you must be able to effectively define and communicate — not your uniqueness — but your superiority.
So… here’s your challenge: Tell me how you are BETTER than any other option available to your market. Why should they choose, buy from or do business with you instead of the many other “unique” options they have? Your next phase of growth will come from the answer to THAT ONE question.
If you’re bold enough, post a comment below. Either way, create a compelling answer to that question and then start weaving your answer throughout your marketing, blogging, social media-ing, and selling systems. Your business depends on it.
