That’s what I hear all the time in everything I study.
It’s what’s called in the marketing business as a USP, a unique selling proposition, and it’s what every business needs to have to set itself apart from its competition.
Most people think that McDonald’s consistent taste was its key to success, but if you read Ray Kroc’s book you might be surprised to find that one way McDonald’s was able to differentiate itself early on was clean bathrooms.
Wendy’s went with square burgers to differentiate themselves from McDonald’s while Burger King used the lure of burgers being charbroiled to get customers in the door.
Regardless of what business you’re in this is a key component to success because once you know your USP, you can model your marketing around it.
A common mistake many businesses make is saying they are “the best” or that they “care more” because that’s what everyone is saying. As Joe Polish says, “That doesn’t make you unique, that makes you universal.”
But a bigger problem is that these concepts are hard to put into language and pictures that convey you have something to offer customers that is special.
However, “Fresh, hot pizza delivered in 30 minutes or less” was the USP which helped turn Domino’s into a multi-billion dollar business.
Developing a USP is critical for every entrepreneur and business, but it does take time.
I know some people that took over two years to develop their USP, but once they did everything fell into place and it was off to the races.
The question for many entrepreneurs and businesses out there is though is how can I differentiate myself from my competitors? Especially when they seemingly offer the same services or products I do, at least in the eyes of the consumer.
That’s what today’a post is all about.
Remember, it’s the little things that make all the difference at times.
Before I reveal my # 1 secret to getting a leg up on your competition, let’s take a look at human nature a second…what do we know about people?
We all know people want:
- Better Health
- More Wealth
- More Free Time
- The Best Deal They Can Find
Unfortunately, we also know that many people are lazy, weak-minded and not willing to take the time to get what they want.
That may sound harsh, but it’s true otherwise there we’d all look like models, be millionaires and have all the time in the world to enjoy our success.
The fact is everyone knows the secret to a great body – eat less and exercise more.
But each year, tens of billions of dollars are spent on diet systems, pills, machines and exercise programs to help us reach the promise land faster and easier than ever before.
The result, in spite of all these great products and services? Not much change.
Most people don’t succeed.
Not because they can’t, but because they don’t want to bad enough.
They aren’t willing to sacrifice the time, the energy or the money to make it happen.
With that in mind, let’s rethink what would be the # 1 thing that would help you differentiate yourself or your business from your competition?
Another way to look at this would be to ask, what is something that most of my competitors DON’T do?
Well, what is something that people hate to do?
The answer — studying.
That’s right, studying for most people is the equivalent of a 4-letter word.
Most people simply spent their lives in either one of two modes: work or relax. For most people studying is something that they are finished with the moment they leave school.
However, successful people, the small minority in every field, know that our success is directly linked to our own personal growth.
That’s why even the pro’s have coaches.
Business is cutthroat, and, like it or not, most of your competitors wouldn’t bat an eyelid to destroy you if the opportunity presented itself.
So you’ve got to stay one step ahead of the game and that’s why studying is so important.
Now just what should you study?I suppose that depends on just what it is you sell but I do believe that self-development is a great place to start for two reasons.
- The principles of self-development can be applied to every field
- 99% of people don’t study self-development, meaning you have a huge advantage over your competition
So there you have it.
The single, easiest way to differentiate yourself from your competitors — study self-development.
But don’t take my word for it, try it yourself.
I think the results will speak for themselves.