This post is part of the 📖 The Brain Audit series.
Today I am still 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 still reading this today)
Bag 7: The Uniqueness
We understand that from our yesterday’s reading that the entire core, the whole DNA of your company, can be built around one unique factor.
Not two. Or three.
Volvo’s uniqueness is safety. How did they get this uniqueness? They created it and thus created DNA for their products worldwide.
By dropping everything and work out your uniqueness: You can make your company’s offering simple and easy to understand.
It’s not enough to have a uniqueness. It’s critical to propagate the uniqueness everywhere.
On your website, in your brochures, in your speeches, in your presentations and wherever you’re sending out messages to your customers.
So here’s a little trick to find out if your uniqueness works.
Take the logo of your product or service. And slap your uniqueness under that logo. Now swap your logo with another company’s logo.
Does the uniqueness still work? It does.
The proof is that your uniqueness is unknown to the customer.
Stand for one thing that you really create a uniqueness factor. And that uniqueness factor creates the basis for everything you do and say.
Imagine you took the six bags off the conveyor belt.
Would you have done enough of the grunt-work?
But if you don’t remove the seventh bag—the bag called ‘Uniqueness’—all you’ve really done is set up the customer to go to the competition.
Do you know you can listen to this book on Amazon Audible for FREE?
If you are not into reading like me, then you can listen to this book for FREE on Amazon AudibleDon't Read. Just 🎧
Steps to The Uniqueness:
Here are the steps you need to take to make your business unique.
Step 1: Make a big list of what makes your business unique.
Step 2: Weighted ranking will help you decide on the most important reason
Step 3: Flesh out the uniqueness to create more clarity.
Having uniqueness is one thing but It’s not enough. It’s critical to propagate the uniqueness everywhere.
If your customer can’t tell you the uniqueness of a brand in a millisecond, then either you don’t have a uniqueness, or you’ve failed to make the uniqueness well known.
Finding a uniqueness is a pretty tough job. Clients aren’t much help. Family or friends aren’t much help either. And the reason why finding a uniqueness is such a tough job, is because you’re trying to ‘find’ uniqueness.
By dropping everything and work out your uniqueness can make your company’s offering simple and easy to understand.
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 14 of 15 in the 📖 The Brain Audit book series.