There is a deadly epidemic online.
And it subtle despite the danger to your business.
You might not even realize you have it until it’s too late.
That disease that ends the dream of more internet entrepreneurs than virtually anything else is “Uniqueness Hiding Disease.”
This is where you HIDE whatever makes you and your offer unique in the marketplace.
If you want to attract customers, you have to stand up boldly and shout it from the rooftops why you’re the best choice to solve their problem.
Customers aren’t looking around for ‘another way’ to solve their problems.
They want to find the best solution for them to personally solve their problem.
If that’s you, you’ve got to claim the position.
But that’s not what most online entrepreneurs are doing.
Instead they’re simply hiding themselves in a sea of competition. They’re cloaked with mediocrity.
Maybe it’s time to step back and take a good look at both your customers & your competition.
What is the most desperate problem your customers want to solve?
Who are your strongest competitors in the marketplace?
Now look at the solution you offer. How does it differ from the competition? Look at each feature you offer…and each feature the competition offers.
Compare your guarantees…your pricing…the proof you use to back up your claims…and how you deliver the results.
Make a comparison chart to note all the differences.
What can you offer that no one else offers?
Where can you stand head-and-shoulders above the competition?
If your answer is “Nothing,” then your first step is going back to your product or service.
What can you add to your product or service to make it stand out? What can you do to make it a better solution for at least a portion of your marketplace?
Is there a bonus you could add that no one else has?
What is the biggest complaint customers have about solutions in your market right now?
What is the biggest fear customers have with buying a product in your market?
Could you create a guarantee that your competitors won’t be willing to match?
If you can’t find any uniqueness, could you instead specialize in a smaller niche in your larger market?
What niche could you position yourself as #1? For example, it’s unlikely you’ll become #1 at productivity training. But you might be able to specialize and become #1 at productivity training for work-at-home moms.
Are you still having trouble finding it? If so, go through your testimonials. Read each one. Call a few of your happy customers on the phone. Ask them why they choose to do business with you instead of the competition. What did they see stand out about you?
Still struggling? Ok…let’s keep digging. Do you have an origin story…a background that identifies with a segment of your market? How did you get started in this business? What motivated you to create this product? What struggles did you face? Is there a unique story behind your offer?
Remember, your customers aren’t looking for “another solution.”
They want the best solution for them personally.
Are you willing to be their super hero?
Will you help them face down and solve a problem in a way no one else is willing to do?
And once you find that unique positioning…will you be willing to stamp it across your chest?
Will you shout it from the rooftops?
Will you post it front-and-center on your website for all to see?
Because that’s what it takes to stand out in today’s competitive online environment.
