"Today's world has
no room for the ordinary."
"The fittest... must do more than simply stand
out in a crowd if they wish to thrive in today's
topsy turvy, ever changing times.
"They must be perceived as nothing less than
Special.
One of a kind.
Unique.
“Being the only game in town is not an
option or
luxury. It's a basic prerequisite for winning
. . . it is the
single most important thing separating winners
from
losers...."
So writes Dr. Lynda Falkenstein in her book Nichecraft.
We offer a program to help our clients discover
their positioning. And it IS a process of unearthing
the right message. Although we reviewed “Nichecraft”
in 1999, we returned to take a second look at the
special
insights in the book.
In this article we’ll add the “Nichecraft”
approach to ours to lead you to the right positioning.
Dr. Falkenstein calls it a “niche.”
This marketing tool goes back to Rosser Reeves in
1961, when he gave it the name we’re familiar
with today: Unique Selling Proposition, or USP.
That’s “the art of getting your unique,
distinguishing position into the minds of the most
people in your target market at the lowest possible
cost.
“You must create the right message
and project it to the maximum number of people.”
We call the USP your “Unique
Strategic Positioning”
because it goes deep to reflect the core of your
practice. It’s not a frill or embellishment.
Simply, it is the distinguishing advantage you
offer that sets you apart from and above your competition.
We spend an immense amount of time with our clients
in getting their positioning right because of its
tremendous marketing energy. It’s a must-have
because:
- It prevents you from receding
into the pack,
- It eliminates the fatal flaw of being
all things to all people,
- It enables you to profit from your
strengths,
- It makes you magnetic so that you
automatically attract the right people –
whether quality leads or referrals, and
- Your work becomes more fun.
The process to get you there may seem mysterious
or challenging, but it’s worth it because
at the end you stand alone as THE EXPERT. You arrive
at a Category of One.
So Exactly What Is A “Niche?”
“Don’t just specialize, be special,”
Dr. Falkenstein explains.
In our opinion, it’s the difference
between being a run-of-the-mill asset protection
attorney and being a specialist who put together
a unique array of asset protection solutions (drawing
on several fields) especially for physicians.
Then, you are “so tightly focused”
that the right people seek you out. You are indispensable
. . . not interchangeable.
So that’s a niche. What’s a “Good
Niche?”
“Nichecraft” presents its answer:
1. It is intentional,
2. It takes you where you want to go,
3. Someone wants it – you have a receptive
audience,
4. It has grow power – it may become the
hub of a range of business activities, and
5. A “Good Niche” evolves.
And, we add, it distinguishes
you from everyone else.
How To Discover Your Specialness In Your Story
Look for your specialness in the story that only
you can tell. Some professionals are uncomfortable
revealing themselves. They worry about being “unprofessional.”
If being “professional” means to be
distant, anonymous, and private, give it up.
Recently, we worked with a financial advisor who
presented a near-perfect picture of me-too-ism.
He grew up in a tough New York City neighborhood.
Almost all of his peers are in jail or dead. Yet
when we first met him, his biography consisted of
something like this:
He was born and raised in New York City. He graduated
from high school and went on to Queens College of
The City University Of New York. He is currently
licensed and practices in 18 states across
the country.
You get the idea.
To bring his life to life
we asked questions such as:
- Why did you rise above the odds?
- How did you become a financial advisor?
- What does your life really mean for your clients?
- What are you most proud of?
That’s the story that only he can tell.
And something very important came out of his story.
The personal quality prospects want most in their
financial advisor is someone they can trust. That’s
a quality our client’s story demonstrated
again and again.
We emphasize the "specialness in your story"
because everyone already has a story. You just need
to bring it to light and polish it a bit.
Five More Prime Places To Uncover Your Uniqueness
Where else can you look?
1. Find Your USP In Your Target Market
Think of the asset protection attorney who targeted
physicians.
2. Capitalize on Benefits
“Benefits unlock your business success and
separate you from the me-too pack. “
- Doug Hall in one of our favorite books, Jump
Start Your Business Brain.
Then, be sure you zero in on the right benefits,
and they are the ones your prospects care about
most.
3. Bring Out The Extras That Define You
One place to find specialness is in value added
at no extra charge.
4. Name Your System Or Process
Naming your system or approach can engage your
prospect’s imagination and triumph over boredom.
It enables your prospects to grasp your benefits
immediately.
For example, we offer a “Leapfrog System”
for discovering your USP. Mega marketer, Dan Kennedy,
one of our personal coaches, provides a program
called “The Renegade Millionaire.”
Our associate established “Webinar University”
for professionals interested in webinars. A real-estate
professional provides the “Coaching For Lifestyle”
program.
5. A Blend Or Fusion USP
You can supercharge your USP when you combine more
than one area of specialness. For instance, add
a clearly defined target market to your special
system.
Or fuse your story with key benefits. And, when
you do, please add a third ingredient: your target
market.
Try out your USP on your associates, colleagues,
vendors, family, and friends. Take what you learn
to heart and make it better.
Then, develop a plan to
market your USP like crazy.
It’s never an end in itself. It’s a
non-negotiable, must-have ingredient in your marketing
strategy. Go on a marketing stampede to launch your
uniqueness.
With a tip of our hat to Dr. Seuss, with your USP
Oh, The Places Your Practice Will Go!
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