Your business cannot just be a me-too business online. You need to develop some type of uniqueness to it...something that sets you apart from all of the rest of your competition online. You need to create a "Unique Selling Position" which makes you stand out from the crowd online.
For example, everyone is selling books online. How did Amazon.com become the most well known bookstore on the interne? They developed a USP which basically states, "The World's Largest Bookstore" which is exactly what they are. They have stated in one phrase exactly what makes them unique from the rest of the bookstores in the world.
How can you develop your own USP? You probably aren't going to own the largest selection of anything in your business since most of us have started out bootstrapping at home or in our small business. Let me give you a simple little formula you can use which will help you immensely in the creation of a USP for your business.
To find your USP, pull out a blank sheet of paper. At the top of the paper, write "You know how most __________..." Then, halfway down the page, write "Well, What I do is..."
I want you to write how most of the businesses in your market are in the first section. Then, I want you to write what sets you apart from them. Avoid using words such as quality or better service, because those types of things don't really mean anything UNLESS you are more specific in your description. This may take you a while to do. You probably will have to study your competition online for a while. Give yourself a few days to think it over. Then, write it down.
Next, I want you to boil down that entire sheet of paper to a single phrase or sentence. This takes some work. Write it out in a sentence or phrase as many times as you need to until you get just the right words. Again, if this takes you a few days, let it. Think about it when you are driving, eating, etc. Mull it over. Then, once you have just the right wording, that is your NEW USP which you will use to separate you from all of the competition.
Use it on your signature file online...use it on your website...use it in your ad copy. Let it become a guiding force to your online business that sets you apart and defines you as the person to deal with in this area.
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