Why This? Why You? Why Now?
The most important message you can ever spread about your business is why your prospect needs what you do, why they need it from you and why they need it now.
When you have this nailed down, you will have created your Unique Selling Proposition (USP).
Most people in business understand the concept, but not how to create or find their USP to really make them stand out (and if you don’t stand out, then you won’t be noticed, and you won’t be successful).
So what exactly does ‘standing out’ mean?
It doesn’t mean you have to do a ‘Richard Branson’ (i.e. do some cross-dressing and hang upside down from a crane in Picadilly circus – although that obviously helps!).
It doesn’t mean you have to appear on the Jonathan Ross show or be interviewed by Larry King on prime time US television.
It doesn’t even mean you have to be the market leader in your industry.
What it does mean is you MUST be unique.
And to do that, you need to create a new niche you can dominate with ease that has enough potential customers to make it worthwhile.
So you start by looking at what you do. How many other people do exactly what you do? (if you’re local, then you only need check your local competition).
If there’s no competition, congratulations. You’re ready (but you can still do a lot more – read on).
If there is competition, then why should anyone pick you? What do you do that is different from everyone else?
And once you have that, go the extra mile and ask yourself why should anyone need to buy from you now?
Can you introduce scarcity?
Can you demonstrate why having it today would be more beneficial than waiting till tomorrow?
If you can nail down the answers to why this? why you? and why now? you automatically qualify for the Advanced Business School seal of approval.