Are you the only one? Is there a part of your business where you are the only person in the world that actually can do it the way you do?
I’m a big fan of a guy named Marty Neumeier. I think he’s probably one of the brightest marketers I’ve ever read. Maybe it’s because I agree with what he says. His book, The Brand Gap, is a great read, and I recommend it.
I was reading his book a few years back and it got me to thinking about this topic. This could relate to a product. This could be related to how you run your business, but what is it that you’re doing in your business that you are the only one in the world that does it this way?
You may be thinking, “Well Armand, there’s nothing. There’s nothing that I do where I’m the only one in the world doing it.”
That’s where you have to stop and focus in on that a little while because that’s going to give you your uniqueness. That’s what’s going to make it where people have to come to you.
See, if you are in a position where you are the only one in the world that ‘does this’ or treats your customers ‘this way’ or has a product that ‘does this,’ it creates exclusivity and by creating exclusivity you can corner your marketplace.
Customers can’t go anywhere else. People have no choice. They have to come to you. If they want that experience, if they want
that product, if they want that service, they have to come to you. You create your own corner of the market where other people can’t infringe upon it.
I don’t think you’re going to come up with this in two minutes. No. You’re not going to sit down take a few minutes (or a few more than a few minutes) to come up with the answer, but you should sit down and think about what you can offer to your customers that no one else in the world is offering
If you’re creating products and services just because you think it’s important, it really doesn’t matter. My opinion, your opinion—they just don’t matter. What matters most is what your prospects and customers think. Theirs is the only opinion that matters.
Your customers dictate how much money you make. Your customers dictate how popular your products/services or brand is. Your customers are the ones that are in full control. There are things that I’m doing now in my business that I really don’t want to do, but I’m doing them anyway. It’s not what I want; it’s what my customers want and if I can serve them better, I’m going to make more money as a business owner. It’s a win-win for both of us!
So, think like your customer and give them what they want. Look for that one thing that you can offer that no one else is right now and create a niche in your marketplace that only you can dominate.