I ask every prospect 5 very pointed questions.
These help me determine if they know the unique value their business brings to the market.
I'd like to say that most businesses can answer these questions quickly.
Unfortunately, most can't.
They either don't have an answer OR they take 10-20 minutes to word vomit a response that maybe makes sense.
You'll never stand out if you can't clearly communicate your differentiator.
Or answer these 5 questions succinctly.
Question 1: What do you do that pisses off your competitors?
A differentiated business does something contrary to the rest of the industry.
They require customers to jump through hoops. You let them sign up in one click.
They take 7 days for delivery. You do it in 3.
They have to hire a massive team to deliver. You have just 2 people and a system.
Look for something you DO that your competitors hate.
It's a sign you're onto something.
Question 2: What would break if a client switched to a competitor?
There should be something you provide that your competitors just can't.
They lack the expertise, know-how, team, ability, resources, or even the desire to pull it off.
If your customers canceled their contract tomorrow, something should break — the thing that your competitors just can't do.
Question 3: What do you refuse to do that everyone else does?
Differentiation isn't just about what you DO, but also what you WON'T do.
Take Ferrari, for instance.
They will never manufacture a minivan.
Why? They aren't trying to compete with the Chryslers, Hondas, Toyotas, Chevys, or Kias of the world.
Find something you simply won't do.
Question 4: Can you complete this statement?
We’re the only [category] that provides [unique value] for [ideal customers] by [differentiated method].
That's called an onlyness statement, and it's designed to help you find and communicate your differentiation.
It also just so happens to be your brand strategy.
If you can fill in the blanks of that statement and it actually be true, you're golden!
Question 5: What have prospects and clients said they've never seen before?
Differentiation is all about being...well...different.
When you have a solid differentiation, prospects and clients notice.
And will often say things like:
- We've never seen this before
- No one has ever said it like that before
- I've never seen it explained so clearly before
- I didn't even know this was possible in our industry
If you're hearing that from prospects and clients, you're onto something BIG.
How Do You Rate?
So, how did you do?
Were you able to answer each question in 1-2 sentences?
Or did you get stumped or have to type out an essay to explain your response?
The first one indicates you have a differentiator — and even points to what it is.
The second?
Well, you need help uncovering your differentiator and owning it in the market.
Lucky for you, I'm taking on 4 more Onlyness Brand SystemTM clients this year.
We'll map out your differentiator and create messaging and an experience that helps you own it in the market.
Next, we'll craft your marketing and content plans.
Finally, we'll implement the system to get you generating leads and landing clients.
Check out this Google Doc breakdown with pricing.
And let's turn you into the ONLY choice for your ideal customers.
Until next week,
#SassyJason out.
✌🏼