Are you special? Can you explain your uniqueness?

I was reminded again at the weekend (I am being Masterminded by Jonathan Jay) how important is it to be unique in business. We were talking about USPs, and why a business owner must know what their USP is before they can market their business with success.

USP stands for Unique Selling Point, or Unique Sales Proposition. I was reminded how hard it is to define these — to really make them totally unique.

It is quite easy to come up with a USP only to realise under scrutiny that it’s not, in fact, unique and could easily be applied to other businesses. So it was good to have the Mastermind group of business owners challenging each other to be unique.

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Be on Air

Your message floats on air… it goes out on the airwaves and connects with people who want to hear from you.

Maybe not instantly the minute you say them, but your words don’t disappear. You’re a recording somewhere, you might be transcribed or re-quoted. And this is why you have to broadcast anyway.

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Dedication. It’s what you need.

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We all need to set ourselves some world records to break from time to time. Or at least some ‘personal bests’.

I have been feeling a bit under the weather the past couple of days, so my dedication of course has also waned. Then I see this article and video about Eddie Kidd still running the London Marathon (that started almost 5 weeks ago – and for most people finished the same day). He is covering a few hundred metres a day most days. Which is incredible for a severely disabled man.

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I don’t mind if you don’t get it

I have learnt (like every good lesson—the hard way!) to not try and ‘convince’ anyone.

In fact, these days I’ll often make it very clear that if someone is absolutely convinced that what I am saying makes no sense and will never ever ever work I’m cool about it. Of course, I let them know I think that’s not correct and suggest (politely, of course!) that they can tell that to all my clients and a whole bunch of other people who it is working for and see if they remain convinced. But I don’t mind.

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Location Location Location (where it matters)

Apart from being one of my favourite telly shows (who doesn’t love a bit of Kirstie and Phil banter while snooping round other people’s houses?), Location Location Location is an important consideration too when working out where to sell your products and services. I’m not an expert in Retail, but I know enough to know it’s important to choose a location that works–lots of foot traffic, easy parking–that sort of thing. And location is as important when you offer a service too.

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What happens when it all works perfectly?

What happens when your business is working just the way you want it to? When the right clients are coming in and paying you the right money to do the right work, right when you want them to? You do the happy dance, right?

Well, you do the happy dance if you realise that’s exactly what’s happening…

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