Friday, 8 June 2012
Understanding how each of us is unique is an essential part of questioning who we are and why humanity exists. To help you find an answer to this ancient and universal question, we offer a new way of looking at things.
Are you Unique? Do you go your own way? Do you follow your own beliefs?
Being unique can make you start to feel awkward about who you are. If you are not like everybody else ... you can feel like you don't fit ... and don't belong.
And that is a horrible way to feel .. especially when you consider that everyone is unique. Everyone, underneath the things that define a generation or a culture, is truly unique and vastly different ... from the things they love -- to what inspires them or makes them laugh.
Do you remember the scene in The Life of Brian when, having been chased and followed by hundreds of people, Brian addresses the crowd from his bedroom window and there is the classic exchange...
Brian: You are all Individuals!
Lone Voice: I'm not!
Being an individual means you are unique.
Do you have any idea just how unique you are?
What makes you unique?
Is it what you do, or how you do what you do?
If you want to Stand Out, you have to be OutStanding.
It's a simple as that. And Simplicity rules.
Simplicity is harder than you think. We all have the ability to make things difficult. We analyse and go over details again and again when in fact what we should be doing is refining and streamlining.
If you want to be unique you have to strip everything down and discover just what sets you apart from everyone else.
Sustained success comes only when you take what's unique about you and figure out how to make it useful.
Whatever it is that you do to make yourself unique you have to decide whether or not it is something that will generate interest, business and raving fans (repeat customers).
What are your strengths? How do you use those strengths to overcome your competitors, if you consider your competitors?
Remember that there is no one else on this planet like you. No one else can do what you do, in the way you do it. If there were then I can guarantee that they wouldn't do what you do for the same reasons you do it.
The same thing applies to businesses and other types of organizations. But in this case, it is called branding and is known as what makes you stand apart and stand out from the crowd ... in both good and bad ways.
Being unique in business may be just what your company needs ... and should shout about. But just being different isn't what you want to focus on. Instead, you want to be distinctive -- in the things your customers and clients value most. And that is what finding your business niche is all about.
That way, you begin to build loyalty to what makes you different ... like Classic Coke or Starbucks' coffeehouse experience that harkens back to Lloyds of London and the bankers that backed the shipping trade.
How To Make Your Business Unique
1. Largest Selection
One way that you can make your product or service stand out is to offer the largest selection of products, services or programs.
Example: Home Depot, E-Bay, Staples, Amazon.co.uk
2. Innovative Product
If you have a new product or a service that others don’t offer, you will have something that no one else can offer.
Example: Windows, Viagra, Value Program
3. Multiple Uses
Once you have a product or service to offer, look for other ways that the customer can use the same product or service.
Example: Baby carrier that has carriage base, electric can opener with knife sharpener, Aspirin can be used as pain reliever and heart attack preventative. Cell phone is a camera too.
4. Superior Customer Service
Keep reminding your customer that you are eager to help them by giving extra-ordinary support on your product or service.
Example: Nordstrom's is known for this. Doctors who make house calls, a mobile lawyer's office, a glass company that comes to your workplace to change the glass in your automobile are other examples.
5. Convenient Location
Make it easy for customers to do business with you by providing them access in exactly the place where they will need your product or service.
Example: Bank in the supermarket, ATM in airport, setting up a stand to sell umbrellas on a busy street corner on a rainy day.
6. Expert Consulting
If you have deep knowledge of your product or service, you can be useful in helping your customers before and after the sale is made.
Example: Computer sales person who understands connectivity issues and can help you integrate your equipment with the new computer. Estate Agent who has huge rolodex and provides referral to other vendors that new home owner would need.
If you have a product or service with a high price, you offer prestige. If you offer the lowest price, the thrifty customer will be attracted to your product or service.
Example: High Price - Lexus, Canyon Ranch etc. Low price - Target, Wal-Mart
8. Lasting affect
The product or service you offer have a longer lasting affect than any others.
Example - Extra strength Tylenol, Bike lock that cannot be opened, car battery that lasts 5 years, long lasting car tires.
Offer a guarantee with your product or service.
Example: Money back if not satisfied. Free conversion back to previous vendor if not satisfied.
Offer a package that is different from others. (prettier, stronger, environmentally friendly, easier to open, child-proof)
Example: Packaging material that dissolves in water, free gift wrapping for all purchases, child-proof aspirin bottles, juice drinks with straw.