I’ll use one of my client’s businesses. He is a business coach as well. I coach the coaches, a business advisor to business advisors. His product is business coaching, training, sales training.

Now for the benefit a customer might receive: It’s almost too easy to say education, better skills, but that’s not digging deep enough.

Can we then assume that they are all wrong? Yes! At least 80% of them!

Finding How to Be Different Will Bring More Success Faster Than Trying to Be Like Everyone Else

For most companies there is someone just like you on literally every street corner in the world. Isn’t it a little hard to get noticed standing in a crowd that all look alike?

If you want to be noticed, don’t you have to look different, do something that would make you stand head and shoulders above that crowd?

I’m going to give you two points here that, if you decide to follow them, will make your business so visible that people are chasing you to buy from you instead of the other way around. It will make your business a magnet, pulling customers in.

Finding Your Unique Selling Proposition, That Thing that Makes you so visible above the crowd that they are chasing you

When I’m working with my executive business coaching clients I spend a significant amount of our time trying to find what would make my clients different. This one idea alone can make you super successful if you find your powerful unique selling proposition.

Let’s start a worksheet on a piece of paper. On the far left create a column called Products/Features/Services, and list all of your products, your features, your services down that column. List each on their own line down the left side.

Next to that create a column, label it, “Benefits, What would a client get from buying my product or service. This is an answer to “Why buy my product (service).”

Don’t worry about perfection here. This is a thought process that will get better the more you think about it, and until you start writing down your thoughts it isn’t going to get better. So start now. This is a process. You’ll find that your early answers will be rather weak and wishy washy. You might not think so when you first write them down, but I’ll guarantee that the more you review this each time you’ll look back and realize how far off target you’ve been when talking about your product before, and probably still are in the early phases of what we are doing right now.

Make sure that, as you write the answers in each column to the right, that they line up with a product or service on the same line of the first column. So, answer the same question for each product or service.

The next column to the right is “Why buy it from me?” In other words, if someone has already decided to buy the product based on the benefit you just wrote in the 2nd column, and IF there really is someone just like me on every street corner, then give a reason why they should buy from you, or even better, why should you be noticed above that crowd on every street corner. A quick suggestion: Before you go where everyone else goes—your answer shouldn’t have anything to do with being less expensive. If you go there you’ll lose. Everybody else is already there. You’ll just be looking like everybody else anyway. Take your best shot at this, we’ll come back and get it better later.

Now, the last column:

• Take both the Why buy the product?
• And Why Buy it from me?
• And turn them into measurable results.

Finding the right measurable result is where you’ll find your opportunity to stand out above the crowd, where you’ll find a statement that will make your company a magnet to customers.

I want you to step back and really look at all of those answers. Did you answer all of the questions based on what benefit the customer really receives? Or was it still about the product/service, was it kind of iffy, wishy washy, weak?.

I’ll use one of my client’s businesses. He is a business coach as well. I coach the coaches, a business advisor to business advisors. His product is business coaching, training, sales training.

Now for the benefit a customer might receive: It’s almost too easy to say education, better skills, but that’s not digging deep enough.

Finding Your Unique Selling Proposition, That Thing that Makes you so visible above the crowd that they are chasing you

When I’m working with my executive business coaching clients I spend a significant amount of our time trying to find what would make my clients different. This one idea alone can make you super successful if you find your powerful unique selling proposition.

Let’s start a worksheet on a piece of paper. On the far left create a column called Products/Features/Services, and list all of your products, your features, your services down that column. List each on their own line down the left side.

Next to that create a column, label it, “Benefits, What would a client get from buying my product or service. This is an answer to “Why buy my product (service).”

Don’t worry about perfection here. This is a thought process that will get better the more you think about it, and until you start writing down your thoughts it isn’t going to get better. So start now. This is a process. You’ll find that your early answers will be rather weak and wishy washy. You might not think so when you first write them down, but I’ll guarantee that the more you review this each time you’ll look back and realize how far off target you’ve been when talking about your product before, and probably still are in the early phases of what we are doing right now.

Make sure that, as you write the answers in each column to the right, that they line up with a product or service on the same line of the first column. So, answer the same question for each product or service.

The next column to the right is “Why buy it from me?” In other words, if someone has already decided to buy the product based on the benefit you just wrote in the 2nd column, and IF there really is someone just like me on every street corner, then give a reason why they should buy from you, or even better, why should you be noticed above that crowd on every street corner. A quick suggestion: Before you go where everyone else goes—your answer shouldn’t have anything to do with being less expensive. If you go there you’ll lose. Everybody else is already there. You’ll just be looking like everybody else anyway. Take your best shot at this, we’ll come back and get it better later.

Now, the last column:

• Take both the Why buy the product?
• And Why Buy it from me?
• And turn them into measurable results.

Finding the right measurable result is where you’ll find your opportunity to stand out above the crowd, where you’ll find a statement that will make your company a magnet to customers.

I want you to step back and really look at all of those answers. Did you answer all of the questions based on what benefit the customer really receives? Or was it still about the product/service, was it kind of iffy, wishy washy, weak?.

I’ll use one of my client’s businesses. He is a business coach as well. I coach the coaches, a business advisor to business advisors. His product is business coaching, training, sales training.

Now for the benefit a customer might receive: It’s almost too easy to say education, better skills, but that’s not digging deep enough.

Next to that create a column, label it, “Benefits, What would a client get from buying my product or service. This is an answer to “Why buy my product (service).”

Don’t worry about perfection here. This is a thought process that will get better the more you think about it, and until you start writing down your thoughts it isn’t going to get better. So start now. This is a process. You’ll find that your early answers will be rather weak and wishy washy. You might not think so when you first write them down, but I’ll guarantee that the more you review this each time you’ll look back and realize how far off target you’ve been when talking about your product before, and probably still are in the early phases of what we are doing right now.

Make sure that, as you write the answers in each column to the right, that they line up with a product or service on the same line of the first column. So, answer the same question for each product or service.

The next column to the right is “Why buy it from me?” In other words, if someone has already decided to buy the product based on the benefit you just wrote in the 2nd column, and IF there really is someone just like me on every street corner, then give a reason why they should buy from you, or even better, why should you be noticed above that crowd on every street corner. A quick suggestion: Before you go where everyone else goes—your answer shouldn’t have anything to do with being less expensive. If you go there you’ll lose. Everybody else is already there. You’ll just be looking like everybody else anyway. Take your best shot at this, we’ll come back and get it better later.

Now, the last column:

• Take both the Why buy the product?
• And Why Buy it from me?
• And turn them into measurable results.

Finding the right measurable result is where you’ll find your opportunity to stand out above the crowd, where you’ll find a statement that will make your company a magnet to customers.

I want you to step back and really look at all of those answers. Did you answer all of the questions based on what benefit the customer really receives? Or was it still about the product/service, was it kind of iffy, wishy washy, weak?.

I’ll use one of my client’s businesses. He is a business coach as well. I coach the coaches, a business advisor to business advisors. His product is business coaching, training, sales training.

Now for the benefit a customer might receive: It’s almost too easy to say education, better skills, but that’s not digging deep enough.

Now, the last column:

• Take both the Why buy the product?
• And Why Buy it from me?
• And turn them into measurable results.

Finding the right measurable result is where you’ll find your opportunity to stand out above the crowd, where you’ll find a statement that will make your company a magnet to customers.

I want you to step back and really look at all of those answers. Did you answer all of the questions based on what benefit the customer really receives? Or was it still about the product/service, was it kind of iffy, wishy washy, weak?.

I’ll use one of my client’s businesses. He is a business coach as well. I coach the coaches, a business advisor to business advisors. His product is business coaching, training, sales training.

Now for the benefit a customer might receive: It’s almost too easy to say education, better skills, but that’s not digging deep enough.

Everyone else is selling generic stuff on every street corner. Just make sure that your statement is true and deliverable.

Believe me it works. I have people running over to me after chamber introductions to hear more. Or sometimes to say, “You can’t really do that….can you?”

Back to my coaching client example: Sales went through the roof when he was willing to stand up and commit to doubling someone’s business, or doubling the output of some specific part of a business, if they, in turn, would just act on the ideas, and then guarantee a 2:1 ROI against the fee. That’s measurable. That’s a very visible, clear definition of results.

Measurable results in an elevator speech, ads, brochures, wherever your getting out there to be seen will become so powerful of a statement that your business will magnetically be pulling customers in faster than you could possibly imagine.