Differentiate or Die is not mine. It is the title of Jack Trout's terrific book on marketing. I can tell you from first hand experience that very few professionals today can succinctly tell you what makes them unique. This is why if you have a great uniqueness statement you will be head and shoulders above the crowd.
There are five steps you need to follow:
Step One: We typically use our uniqueness statement in response to a challenge (e.g, "So why should I use you?" or "So what makes you so special?" or "You guys are all the same". Most people are intimidated by such directness. (I thrive on it because I am so prepared).
Here's what I say:
"I'm glad you said that" or "I am glad you asked that" (whichever is more appropriate). "What makes us unique are our results, our services and me personally.
Step Two: With respect to our services...(here's where YOU fill in what your specialty is. Make sure you are clear! Avoid vagueness which is usually the product of trying to include too much).
Step Three: As for our results...(remember the benefits part of your 15 second commercial? If not see yesterday's posting). Use only one benefit at a time. Don't bombard your listener(s) with multiple benefits or you run the risk of becoming just noise.
Step Four: And finally, as far as me personally...(This is where you dazzle them with your credentials. Be sure your credentials are relevant to your target audience. They don't care if you played the tuba in the high school marching band.)
Step Five: So again, what makes us unique are our services, our results and me personally.
It is vitally important you follow the format exactly as explained. If you want my uniqueness statement to follow along as you create yours just email me.
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