[DD Classic] Don’t get into a snowball fight with…
Today for your reading pleasure is one of my classic emails that
contains a super important marketing lesson.
Read it and then let me know what you think by commenting
Have a great weekend!
Dave
———————————————–
Don’t Get Into A Snowball Fight With A Snowman
———————————————–
One of the things I did over the break was watch Christmas
specials with my kids.
In a version of “Frosty” one of the characters said, “You
don’t want to get into a snowball fight with a snowman.”
That is great business advice and one of the best reasons
you should develop your own unique selling proposition.
(USP).
Your USP tells your prospects the benefits of hiring you as
opposed to your competition. What most business owners do is
make themselves appear exactly has the same as their
competition through their “me too” marketing.
When I was a professional magician doing kids birthday
parties, all of my competitors made balloon animals for all
of the kids. This was one of their selling points. One of my
main competitors was an absolute master at making balloon
animals. Truth be told, I could make a sword and what kinda
looked like a dog. There was no way I could compete with
this guy when it came to making balloons for the kiddies.
So, instead, I told my prospects that I did NOT make
balloons for the kids. I explained how the balloons popped
all the time, how the kids would get upset when that
happened, etc. I then said that instead of balloons, I give
each kid a magic trick and teach them how to do it. I then
gave all the benefits of a magic trick over a balloon.
Basically, I took my competitor’s advantage, turned it into
a weakness, and offered a unique alternative with a higher
perceived value.
To use a metaphor, I didn’t get into a snowball fight with a
snowman but instead used a blow torch.
Think about it.
Kick butt, make mucho dee-nero!
~Dave Dee
PS. Want a simple, quick and easy formula for creating your
own Unique Selling Proposition that’ll leave your
competition in the dust? On page 15 of “Your Marketing Department
In A Box” I walk you through it step by step and
give you fill in the blank forms that’ll make developing
your own USP a breeze. Get your own personal copy right now
by going to:
http://www.davedee.com/box
July 16, 2010 8:34 am 3 Comments
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By Jeremy Tarrier, July 17, 2010 @ 2:17 am
Hi Dave,
Your posts always crack me up, shake me up and wake me up.
You’re spot on about USPs and differentiating yourself from the crowd instead of following the herd (I love mixing metaphores)
Can’t wait for your next post.
Happy blowtorching,
Jeremy from Singapore
By Dave Dee, July 19, 2010 @ 1:59 pm
Hey, man.
Your comment is very much appreciated.
Dave
By mark, July 26, 2010 @ 1:31 am
Dave I have always loved your stuff. Be Well.