This post is part of the 📖 The Brain Audit series.
Today I am reading the chapter Bag No. 7: The Uniqueness from the book The Brain Audit: Why Customers Buy (and Why They Don’t) written by Author, Sean D’Souza.
Do you often wonder what your customer is thinking? Don’t leave the thought process to chance and let that customer walk away. Your customers don’t want to walk away. They want to buy from you.
The Brain Audit shows you how the customer takes decisions. And what you need to put in place, so that the customer feels happy to buy products or services from you.
From the introduction chapter, we read and understand that we need to know the 7 elements of why our customers buy from us or why they don’t. Here are the 7 things for you to recap.
- Bag No. 1: The Problem
- Bag No. 2: The Solution
- Bag No. 3: The Target Profile (The Trigger)
- Bag No. 4: The Objections
- Bag No. 5: The Testimonials
- Bag No. 6: The Risk Reversal
Bag No. 7: The Uniqueness(we are reading this today)
Bag 7: The Uniqueness
The big problem with uniqueness is that you’re trying to find your uniqueness. And you end up with some cheesy line. What you need to do is ‘create your uniqueness.’
Lack of uniqueness is a problem if you own a business.
Most people trying to find their uniqueness ask the question: What’s unique about my business? Instead, they should be asking:
“What do I want to do in my business that’s different from everyone else?”
- What’s the one reason you set up your business?
- What do you want to do, differently from everyone else?
- What’s your dream for your customer?
Do you know you can listen to this book on Amazon Audible for FREE?
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Several examples are provided in the book.
Because of the advantages of choosing just one thing lead to several benefits:
1) You can make your company’s offering understandable and straightforward
2) It becomes the DNA of your company. Everything revolves around that uniqueness
3) Your customers and the media start to see you as different and hence newsworthy.
That’s it for today, and I will be reading and finishing this chapter tomorrow.
- You don’t find your uniqueness; you invent it. Choose one of the factors you want to be the best at, and then build your business around that factor of uniqueness.
Buy or not buy?
This book is excellent. Do not hesitate to pick this. Pick the physical book, so you take notes and highlight the bits you want to reference later. This book is such a kind of book where you need to pass it to the next generation.
Listen, I don’t care whether you buy the book using one of the links on the page or not but just buy. You will be glad for my recommendation.
Author(s): Sean D'Souza
Part 13 of 15 in the 📖 The Brain Audit book series.