If your customers believe that they can only get the product they desire from you, then, boom, the sale is made. They want it, and you’re the only one who has it. If you wanted to extend your life by 200 years and there was only one company in the world who offered a viable way to do so, would you buy from them?
It’s safe to say we’d not only give them our business, but perhaps our life-savings as well. This is the essence of the Rosser Reeves Unique Selling Proposition. It is extremely powerful. Make your customers believe you are their only source for what they want. Let’s make this clear. It’s not critical to actually be unique. What’s important is to be perceived as unique.
Many businesses make the mistake of assuming that everyone knows about their competition. The fact is, the public probably doesn’t. They haven’t investigated your field very carefully. Even if your competitors are advertising, you can block them out if you center your advertising around a great Touchstone that separates you from them. If you do that, customers are far more likely to notice your approach, and your competitors will remain unnoticed. At that point, you have established the aura of uniqueness.
Be the loudest. Be the best. Have the most compelling Touchstone. Do that and bang, you’re unique. Or at least, it will seem that way as your prospects’ eyes gloss over the ads for your competitors and are drawn to yours.
Here’s another way of looking at it. The product you’re selling may not be unique, but your use of The Irresistible Offer can make you so. READ MORE >>>>
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