There is nothing greater than your uniqueness in the market environment; it enables you to have a strong grip in your customers. The number one secret of commercial success is to “be unique”. You must offer solution in products and services that no one else is offering. If you are not unique you can’t have a competitive advantage. Most companies and businesses just go out there, and do what everybody else is doing, especially from the customer’s perspective. This gets you nowhere.
If you are not unique, you are like the pepper seller at the markets; you offer the same goods like everyone else, and all you can do to get more customers is to drop your prices. This definitely is no way to prosper in business. Have you ever asked yourself the reason some products are expensive and others are cheap? It is because those that are expensive are unique, rare, or just hard to get. On the other hand, those that are cheaper are usually easy to obtain. If you want to make profit in your business, you should strive to make yourself unique.
Your greatest goal as regards setting up, running, maintaining and developing your business, must be aimed at achieving this uniqueness.
Don’t think you are unique until you strive to become unique. In the 1980s, IBM thought their PCs were unique –until they lost an entire market to clone PCs that did the same thing, but sold much cheaper. In the 1970s, Xerox thought they were unique because they developed the commercial photocopier until canon started selling them at half the price.
Have you ever wondered why a customer would buy from somewhere else rather than you? Do you have a “unique selling promise?” A unique selling promise is that special promise you make to your customers that only you can offer, which gives you an edge and compels your customers to want to buy from you rather than someone else.
Lack of uniqueness, projects you like every other before your customers, and you can’t possibly charge as much as you would like, or they will simply go somewhere else, Sometimes you can’t even charge enough to make profit. But what make Customers unable to go elsewhere regardless of whatever the price is – high or low, is your uniqueness, which can’t be duplicated elsewhere.
How do you make yourself unique?
That is the simplest question— just be unique, be different, do what you do in a way no one else is doing it. If you must succeed in business, you have to create a niche for yourself and your products and services. It makes you get very rich.
How you do this is by developing a meaningful and powerful USP (unique selling promise). How you develop your USP is by discovering what it is that you can do or change to be unique. And you can start doing this by talking with your customers or potential customers, they will tell you –-free of charge
Your USP is the cornerstone of your marketing, and without it you cannot compete, nor will you get rich. Without a USP, you have no position, no edge, and no reason for customers to buy from you, other than, perhaps, price, which will cost you a fortune in lost profits and lost sales. Becoming different, scarce or unique is the reason why people will line up to buy what you have and pay any amount to get it. How different, scarce, or unique are you?
