Even when you are creatively imitating others, remember that it is important to be different. Setting your business or practice apart from everyone else and making your service or product special in your customer’s eyes: that is the goal you should pursue. But how do you differentiate your selling proposition? By developing compelling ideas that underpin your long-term marketing and operational strategies. The possibilities for developing a unique and undeniable selling proposition are endless, but a good way to start is by filling gaps in the market where you operate.
Create and keep your promise Businesses that don’t operate based on a specific goal, with actions planned around that goal, rarely get anywhere. Most companies don’t define a specific selling proposition; they just settle on a model similar to others in the market, with no description and little appeal. They don’t define the value proposition, the benefit, the reason for the service, just a “buy here!” with no rational justification for existing. Having a unique selling proposition means precisely articulating what makes your customer choose your company over another with the same product or service. When you buy, do you prioritize companies that just happen to be in front of you, or those with better price options, personalized service, quality service, or an after-sales guarantee?
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