I overheard someone on Friday in the Dallas airport (while I was enjoying a short enjoyable burst of people-watching waiting for my flight) say, “You are one-of-a-kind!.” The recipient laughed and gave the look of, “If you only knew!”
I’m always amazed at some of the things we say to each other. Do we really mean them? Was that lady really one-of-a-kind?
I guess if you look at the fact that she’s a human, it would disqualify her as unique. And even if you looked at her as female, or african-american, or a traveller, it wouldn’t allow her to be pegged as unique.
Unique is such an interesting term. It means that NO ONE else or thing is EXACTLY like the person or thing. Technically, you can’t be “uniquer” or “uniquest.” Just unique. You either are, or aren’t.
Every product or service has to be (in some way) unique to be remembered or purchased. What’s that!?! Yep, your brand needs to be unique in order for you to be successful. That’s how important this discussion is. You will fail if you don’t know how you’re unique.
Getting back to the “one-of-a-kind” lady in the terminal, she’s really not unique, right? Wrong! At the DNA level, she’s very unique. Or even at the level of her background coupled with her personality. I’m sure you can think of other ways too.
The joy of “unique” is that it can be used to describe many aspects of someone or something. And that’s where we need to discuss your business.
Take a look at your product or service. At some level you can see similarities to other products or services. But now think about the dis-similarities. The unique qualities. Then start to think about your audience that you’re selling too. What do you think THEY will find one-of-a-kind?
It’s usually in this thought process that you can find THE one thing that makes you unique. Your unique selling proposition. The reason why only you, your product, your service can fulfill the burning need of your audience.
It’s a simple, fun process:
- Brainstorm every aspect of your product/service that is unique.
- Don’t stop with the first one, write lots! Then ask others to help.
- Choose the best one.
- How much would someone be willing to pay for this rare, one-of-a-kindness?
- Tell EVERYONE about it. Be consistent in everything (print, web, network). Communicate – in unison!
Then, run to the bank! This process is the foundation of the rarity quotient that will make you a raging success.
Soon, your client or customer will be overheard by others saying, “You are one-of-a-kind”!
