Roy's Blog

February 6, 2012

How to really differentiate yourself from the boring crowd

The ONLY Statement is the ultimate manifestation of your distinctiveness; your uniqueness.

If you can’t claim that “We are the ONLY ones that…” you’re part of the competitive herd awash with sameness and commodity suppliers.

Jerry Garcia, of The Grateful Dead said it this way: ” “You don’t want merely to be the best of the best. You want to be the only one’s who do what you do”.

Only one

If you’re not spending copious amounts of time creating your ONLY, you’re not using your time wisely.

And you’re falling deeper and deeper into the commodity herd.

You won’t be noticed. You will be ignored. You will be DEAD. It’s just a matter of time.

Follow these 3 steps to create your ONLY Statement.

1. Talk to the critical wants of the customers you have chosen to serve — your target market.
Remember it’s not about what you supply to the market; it’s about what your customers desire and want. Do you know their top three wants? Note the terminology:“wants” vs “needs”.

People today generally have what they “need”. The battle is over how to address what they “want” in a manner that ONLY you do.

2. Talk about value.
What benefits, solutions, memories, joy, experiences and happiness are you creating? Pushing products and services has no role in The ONLY Statement. We are seeking to claim uniqueness in the way we impact the lives of those we are trying to serve.

And price has no place in the ONLY Statement either. Price claims can NEVER be distinctive. Easy to copy. Commodity behaviour.

3. Make it specific.
At the end of the day, your ONLY has to be delivered by people. They need to clearly understand what it means in granular terms.
They need to be able to determine the appropriate behaviors necessary to “live” The ONLY. Leave helium-filled statements, vision-type claims and aspirations at the door.
“We provide the best customer service” is way off target. Means different things to different people. Probably is untrue. Can’t be measured.

Can’t be translated into a detailed picture of what it looks like in the field. Trash it.

Cheers,
Roy

Check out my BE DiFFERENT or be dead Book Series

  • Posted 2.6.12 at 11:00 am by Roy Osing
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