Who do you want?

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.

I get it. Trust me I REALLY get it. You want to sell EVERYTHING YOU KNOW. The thing with your Thing is that when you realise you’ve got this better, quicker, smarter, cheaper, more detailed, simply ‘better’ way of doing something, you want to help–and you want to give people EVERYTHING you have.

Everyone loves a list, right? So, here’s one you can use as inspiration for your next marketing idea to try out.

Sometimes it’s going to make perfect sense to do a U-turn, or a right turn, or a sideways step, or any kind of change in direction that makes sense for you. But with such a big change can come hesitation, resistance or downright refusal to budge.

I ask this question a lot.

I ask myself, I ask my clients, and I ask (in my head!) this on behalf of people I see who are stuck, or afraid, or unsure. The reason I ask this question a lot is that sometimes there isn’t actually a ‘good’ reason to wait. There may well be an excuse (or lots of excuses) but very often, when it really comes down to it, there isn’t actually a real reason.

So what are you waiting for?

Here’s how you use your signature system to work out your products, services and programs.

You don’t use the entire cupboard of ingredients—you play like “Ready Steady Cook” and use the 5 (or 3 or 7) key favourite ingredients your clients need that you have in your signature system.