When it comes to selling a product/service, fitting in is overrated. Too often, businesses & entrepreneurs attempt to create something for everybody. The end result is generic, trivial, and, well, boring.
You cannot be everything to everyone.
You cannot have the best ice cream and the best ribs.
You cannot be the best organizational tool for solopreneurs & large multinational corporations.
You cannot have the best high-intensity interval classes & the best bodybuilding classes.
Sure, it could be scary to go left when everyone else is heading right, but the upside to going left is great.
Embrace your uniqueness
Take Rick Barry. He’s an NBA Hall of Famer & one of the best free throw shooters of all time.
What made him so good? When at the free throw line, the former Golden State Warrior will grip the sides of the basketball, bend his knees, and then simultaneously lift both arms & hoist the ball into the air.
That is right: Barry perfected the “granny-style” shot.
It was unbelievably accurate. Barry made 3,818 of his 4,242 free throw attempts, good for a 90 career shooting percentage from the line. (As an example, the average FT percentage in the NBA during the 2016-17 season was 76%.)
Barry’s technique entails less moving parts. It gives the ball a better opportunity to sail in a smooth, perfect arc toward the basket without elbows/wrists getting in the way.
Barry found an unorthodox — but undeniably effective — solution. He is the only player to lead the American Basketball Association (ABA), the National Collegiate Athletic Association (NCAA), and the NBA in scoring for an individual season. He is an eight-time NBA All-Star, and was named one of the fifty greatest players in NBA history.
When he finally retired from the league in 1980, he ranked first for field aim percentage.
Barry zigged left when everybody else zagged right, and his achievement at the line is nearly unmatched. If he had gone with the conventional free throw style like everybodyelse, could he have been a record-setting free throw shooter? Maybe . . . but it could have been a lot tougher for him.
And he definitely would not have been as memorable.
The same goes with creating & promoting your product. If you want to make money, you want to find your own effective “granny style.”
Marketers call this your Unique Selling Proposition (USP). It is the element that makes the product stand out from the crowd of similar products — and it could change everything for you.
Identify your USP
Finding an effective Unique Selling Proposition (USP) could be difficult. After all, how many businesses & products are truly one-of-a-kind?
There’re thousands of life coaches, digital marketers, personal trainers, therapists, authors, yoga instructors, electricians,clothing retailers, and so on. What makes yours stand out?
Quick note: Do not be unique for the sake of being unique. Selling fur coats in a heat wave may be unique, but it will make you zilch.
Here at AWeber, we have terrific automations & an easy-to-use interface, but we select to highlight our amazing award-winning customer service as our USP. We are not just bias. Our customer methods team took home TWO Stevie Awards this year. (The Stevies are basically that the Oscars of customer support.)
There’re a bunch of Email Service Providers a customer could pick from. They ultimately pick us because they know they will always have a live expert in our Chalfont, Pennsylvania headquarters to help them — whether it is via chat, email, or phone.
While other ESPs are cutting back/nixing their customer service hours altogether, we are adding to ours. Right now, you could talk to an AWebermethods member Monday through Friday from 4 a.m. to 8 p.m. EST, and Saturday & Sunday from 9 a.m. to 5 p.m. EST. Have not signed up for your FREE AWeber trial yet? Create your account today!
Our ultimate aim: to roll out 24/7 customer support in the near future.
So what is your USP?
Download this list of six questions below. Answer them to pinpoint your business’s hook.
Top of Form
The 6 Questions You Must Answer to Find Your USP
Bottom of Form
Once you’ve answered the 6 questions, ask yourself: How does my product/service solve my target audience’s biggest problem?
Then try to boil it down to a short & concise answer. (1 to 2 sentences MAX.) This sentiment is your promise to your customer.
Put the USP everywhere so it stays front of mind. Make it your computer & cellphone background. Frame it on your desk. Sign it in the bottom of your emails.
Live it, breathe it — and make sure it applies to the product.