Want A Truly Unique Selling Proposition? – Be Remarkable

Want A Truly Unique Selling Proposition? – Be Remarkable

Want a Unique Selling Proposition? Want to be noticed online? Do something remarkable.

Remarkable as in “people voluntarily make remarks about it.” “Remarkable” as in people reference it. “Remarkable” as in people use it as a signpost, a guiding landmark, a map point in their thinking or behavior. That’s the difference between going online and going broke online.

“Everyone” you ask about advertising online tells you to get a unique selling proposition. Few mention that “remark-ability” is critical to developing a USP. Developing a non-duplicable, one-of-a-kind offering in the realm of online advertising creates a nearly impossible to assault market space.  The high barrier to entry allows you to “own” an online advertising position, one that people will associate with you. Suddenly, everyone else tries to copy your Internet marketing space, which puts you in the driver’s seat.

Consider these points  in your quest for “remark-ability”.

Getting Tough: The “U” In USP Is For “Unique” After All

I’m here to help, so I’m going to be a little tough here (Tough Talk, Part One):  Don’t tell me your unique selling point  is that you have the  “lowest price”; or you have “great customer service”; or you have a “wide variety”. Big whoop-dee-do.

You realize you’re competing in  the Internet marketing arena, don’t  you?

You cannot always be the lowest price, because someone will come along with the overhead of an ant colony to kill you on price.

Great service? For a market that primarily wants as little personal interaction with you as possible? Good luck with that.

Wide variety?  Thy name is “Back Button”.

Your unique selling proposition must be unique. That means one of a kind, and not “limited”. If “only 15” other people in the world can do what you do, then you and your competitors have filled two pages of Google’s AdWords display slots. So, examine yourself: what kind of value can you add to a commodity product to make it your own? What kind of information or special packaging can you add that will raise the barrier to entry to your competitor?  What can you do to separate your Internet marketing effort  from others?

Don’t be overwhelmed by thinking that you “just sell” the same thing as everybody else. Especially in the realm of Internet marketing, you can always add relevant, authoritative, and unique content. Add your own spin, so to speak.  If you do have interactions with your online visitors, can you build a friction-less system to work with those visitors?

But Being Unique Isn’t Enough: A Selling Point Satisfies A Need

I’m here to help, so “gird up” (Tough Talk, Part Two):  Your USP must contain a “Selling Point”. No one is going to shell out in these tough times to buy a “solution” to a non-problem. So even though you’re unique, you have to be SELLING a needed product. If your idea is great, but no one wants it, you have a unique talking point, but not a selling proposition.

Let me give you an example.

When I was younger, I developed a unique product to feed grape jelly to wild Baltimore Orioles without attracting bees. Cool for the local Orioles and my back yard.  So, naturally, I thought, “Hey, I could take this on line and sell 10,000 of them!” Here is the problem: Few people know that Orioles like grape jelly. Even fewer have a bee problem. Even less care about it. Hence, I developed a solution to…nothing. Yeah, that set me up for retirement in Hawaii.

I was unique, and some would argue valuable, but it wasn’t a selling proposition.

Becoming “Remark-able”

There are two ways to become remarkable, but they share the same factor: getting noticed.  You can be noticed for doing something good or doing something bad. Here is an example of Do Something Big & Bold:

What’s the tallest building in Chicago? The Sears Tower, right?

Except it’s not the Sears Tower anymore. Now it’s called the Willis Tower. Good for Willis Group Holdings. At least you’ve heard of them and know a little bit more about them now.

What’s the second tallest building in Chicago? The John Hancock Center? Nope: That’s the fourth tallest. But I’ll bet you guessed it. They did something remarkable decades ago and people still talk about it today. The second tallest is The Trump International Hotel & Tower. You may or may not like Mr. Trump, but he knows how to be remarkable. The third tallest building? It’s the Aon Center. Which inspires…what were we talking about again?

What can you do that would be big and bold? Could you give away your product for free for one hour only, for anyone that can sign up? Can you give free counsel or coaching? Can you take a percentage of your client’s profits from your coaching, rather than collect your upfront fee? Can you hand deliver your product to one lucky customer per month? What would be a hang it all out there, great thing to do, people will remember this, people will TALK about this, goal for you to do?

Make A Difference

In late summer 1997, the world lost two wonderful women within a few days of each other: Princess Di, and Mother Theresa. Princess Di was born to wealth and married a Prince. Tough act to duplicate. Not a model that can be followed easily.

Mother Theresa, however, literally started from zero, and just kept doing the right things, day after day. She inspired others to help her effort. At the time of her death, her Missionaries of Charity was operating in 610 locations in 123 countries. It took a while, but Mother Theresa literally inspired the entire world. She’s still doing it today, 12 years after she passed. What did she do? She genuinely cared for people. That’s leadership. That’s remarkable.

So, what are the little things you can do to be remarkable in your Internet marketing? 100% on time delivery? An unexpected, personalized thank you for every sale, tucked in the non-descript box that you ship? A call from your executive team? A little gift that your client doesn’t expect – on their birthday? No, not a self-serving coupon or discount, that’s ordinary. Do something they’ll tell their friends about.

Bottom line:

Being remarkable in advertising online is not easy. Few can pull it off, that’s why being remarkable is a unique selling proposition. Since the barrier to entry is high, if you can “own” that remarkable quality, then by definition, your competitors can’t. If it’s valuable to your customers, they will buy it. So you want a simple, unique selling proposition?

Be Remarkable, starting  now.

By Peter Ryan

Director of Sales

This Post Has One Comment

  1. Jonathan

    Wow, well said.

    Forget being Unique, be Remarkable. Go above and beyond. Don’t just stand out, set a new standard. I like that and will use it to inspire clients in my consulting practice.

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