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THE SECRET OF BUSINESS IS TO KNOW SOMETHING THAT NOBODY ELSE KNOWS
Few businesses enjoy the privileges of monopoly power in their chosen ﬁelds of operation. Most markets are increasingly global, increasingly crowded and, therefore, increasingly competitive. In order to achieve commercial success companies need to do something different—as Greek shipping magnate Aristotle Onassis recommended, they need to “know something that nobody else knows” in order to stand out from the competition.
Businesses had always used advertising to inform customers about products and to persuade them to buy, but mass media provided the platform for a new, and much broader, ﬁeld— marketing. In the 1940s US advertising executive Rosser Reeves promoted the value of a Unique Selling Proposition. Marketing methods have since shifted from simply telling customers about products to listening to what customers wanted, and adapting products and services to suit that.
Better Lighting. Better Living.
Although competition is a fact of life, it makes business difﬁcult, contributing to an ever-downward pressure on prices, ever-rising costs (such as the funding of new product development and marketing), and an incessant need to outmaneuver and outsmart rivals. In contrast, the beneﬁts of ﬁnding a market gap—a small niche segment of a market that is unfettered by competition—are obvious: greater control over prices, lower costs, and improved proﬁts.
With functional uniqueness being so elusive, marketing guru Philip Kotler suggested that companies focus instead on an Emotional Selling Proposition (ESP). In other words, that the task of marketing is to generate an emotional connection to the brand that is so strong that customers perceive difference from the competition. For example, while
Must Use Words in Every Piece of Marketing
Must Own I
use this one a lot in my business - “This is a must own!” For example, if you are targeting clients that want to lose weight, then try this - “For those of you that would like to get healthier than ever before, this book written by Dr. Christa is a must own.” That would grab the attention of anyone that wants to live a healthier life, and it's a must own. Those two little words convey to the reader that they can’t live without that product.
When you say listen, everyone looks up. Try this – “Listen, pay very close attention to this.” How does this sound? Don’t your ears automatically perk up? T hat’s how you grab your clients’ attention and keep them on edge to see what you are going to say next.
Best Price Ever Offered
“Tonight and tonight only, this is the best price that I've ever offered so you’re definitely going t o want to take action on this deal.” Your customer knows that you’ve never done a deal like this before so they better grab a hold of it now.
This Gets the Job Done
“For those of you that would like to overcome fear, the Lifestyle Freedom Club membership gets the job done. You will overcome the fear in your life now!” Your buyer will fully understand that investing in your services will get the job done for them and there’s no use in going anywhere else for what they want.
“WARNING - do you have zero leads? Are you constantly frustrated about your lead flow? Then you’ll want to own our lead generating DVD teaching .” Warning (in all caps) makes the reader aware that the information they are about to see is so huge that it needs a warning label. Every time I speak at a large event, I always put a WARNING Success Disclaimer in the very beginning of my presentation to WARN the attendees that the information that I’m going to teach them will change their lives forever. Warn your customers that your services will bring dramatic results in their lives unlike no