Nothing beats being able to say “No one else will do this for you”, and then backing it up with a definite and unique promise. Marketers call it a Unique Selling Proposition (USP), and it’s vital to the success of your business.
I mean if you’re saying exactly what Tom, Dick and Harry are saying (like these guys), then why the heck would I prefer you?
Have you seen DV8’s “Kids Eat Free” offer?
I thought that it was awesome. They can say with confidence, at least for today, that “No one else will do this for you”. And if they can get you in the door today, they have a chance to win you over as a regular customer, long after the special is done and gone. When was the last time a decent restaurant offered your kids a free meal?
What about you & your business?
Can you offer me something none of your competitors will? A definite benefit that no one else would be generous enough to offer? A specific promise no one else would be bold enough to give?
Most businesses I consult with don’t have a unique selling proposition at all. They’re happier to play in the safer middle ground of not promising anything too special, too different. Problem is, it’s not safe at all.
It’s risky business to be the same as your competitors. It means you have to rely heavily on price. It means you had better be nearer to me, easier to reach than your competition. It means at anytime, I could switch to someone else and forget all about you. It means, if you close down today, I might not even notice.
DV8 promises “steaks you leave home for”. Are their steaks that good? I don’t know. What I do know is that if Kids eat free today, and can have fun in the play room while I relax for an hour, then I might just find out.