MEETING TOPIC: 4-17 April 2016
What makes you remarkable?
It’s essential to stand out in the crowd. In the past brilliant marketing
could sell the most ordinary product or service. But today, the market is
flooded with opportunities to buy, you actually have to create
something remarkable in order to succeed. Remarkable means worth
making a remark about, and in business it’s about being unique,
different.
At your next meeting I invite you to share: Three things that make you
remarkable in the market – what makes you unique?
It’s a talking point – to be remarkable, you need to be remarked on. It’s about thinking how
you’ll do this. It’s about knowing what makes you unique, deciding to go above and beyond
the normal. We want you to be a business that people remarks on, talks about, refers and
connects.
If you are not sure what your Unique Selling Proposition is (USP), it’s time to be creative and
come up with ways you can be different. You probably have many competitors in your
market. If you don’t have any, then you probably have another problem (you’re not in a
viable market). Competition is actually a good thing…it means that there is demand for what
you offer.
Now it’s about telling your ideal customer, and your Venus group members why your clients
should do business with you instead of someone else. How many of you know about the Law
of Uniqueness?
After all, doesn’t a mortgage broker, financial planner, graphic designer etc. all do about the
same things as their counterparts? Well, mostly yes, but that’s all the more reason to stand out
in your uniqueness and be memorable. Otherwise, you’ll blend into the grey zone with all the
other look alike competitors.
To be successful in business it’s critical to
differentiate yourself.
A USP is what sets you apart from everyone else in your market. It is what makes you different
than everyone else in your industry that is selling a similar service or product. Theodore Levitt,
a professor at Harvard Business School, suggested that, “Differentiation is one of the most
important strategic and tactical activities in which companies must constantly engage.” And
yet few do.
Your USP needs to be unique to you. It needs to be something only you can say. Something
only you can offer.
I invite you to take a look at the problems your customers are experiencing when dealing
with your profession in general, and do something no one else is doing. Shake it up!
Your USP should address ways that your business will deliver on these and other common
complaints, and then you must deliver!
Do you really want to be competing with other businesses in similar professions? I surely don’t.
I want to continue developing Venus into a network that is so unique and special that our
ideal client ‘women who love their work, value real relationships and cultivate feminine
principles in business’ are so attracted to the network that they are lining up at the door.
Being brilliant isn’t something that people are born doing. It takes guts to be remarkable,
because being remarkable means you’re different – and for a lot of people, that’s a pretty
scary option. To think about how your business could be more remarkable – how could you
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Go the extra mile?
Start saying no to things?
Start people sharing positive stories about you?
Be more honest and simple?
Be different?
How about we change our focus in marketing from one of trying to chase new clients or
referrals to one of attracting great clients and quality referrals by being remarkable.
Have a brilliant fortnight
Vanessa x
A couple of great resources on this subject:
Seth Goddin – TEDx talk How to get your ideas to spread
Purple Cow: Transform Your Business by Being Remarkable is a 2003 book by Seth Godin. The
book presents Godin’s personal belief that creative advertising is less effective today
because of clutter and advertising avoidance. The book advocates that companies
produce remarkable products and target people who are likely to spread word of mouth
about the product. USA Today said it “reminds business people of the tried-and-true path to
success: Make a great product”