The other evening my family was watching American Idol in the room next to my home office. While I tried to tune out the horrible singing (I enjoy the show when it gets down to the serious singers, but I can't stand the auditions!)
It's a "train wreck" in my opinion.
But the ratings are huge. In fact this is the show's biggest season ratings-wise, so I guess America loves a good train wreck!
Anyway, back to my story. As I was working and trying to tune out the show, I couldn't help but overhear Simon Cowell ask the following questions to several contestants:
"What makes you unique?"
"What sets you apart?"
Since this is a point I drive home to my clients, and one they often struggle with, I found it interesting that it was coming up in this context.
But then I remembered the making of an American Idol is as much about marketing as it is about talent. In fact, this holds true for the music and entertainment industry in general.
Just look around at some of today's top stars. Brittany Spears. Paris Hilton. Lindsey Lohan. Madonna. Angelina Jolie. Rosie O'Donnell. Donald Trump.
Love 'em or hate 'em, they are brilliant marketers.
They have each created a very specific image and they don't vary from it. They know what they stand for and they flaunt it consistently. They understand marketing and the concept of standing out and standing for something.
They understand the concept of USP - Unique Selling Proposition.
They know when they are true to their image they will attract as well as repel people. But that's okay with them. They know you can't please everyone.
Because if you try, you fall below the radar into a sea of mediocrity. A sea of me-too stars whose faces you never see on Entertainment Tonight.
Your Marketing Step
I encourage you to look at your business and ask yourself those same two questions Simon Cowell asked the American Idol contestants, plus a few more - 10 to be exact!
(1) What makes you unique?
(2) What sets you apart?
(3) Does your business have a clear identity?
(4) Does all of your marketing consistently promote that identity?
(5) Do you ever waiver from this identity?
(6) Are you struggling to figure out exactly what identity will best serve your business?
(7) Are you floundering in a sea of me-too products and services?
(8) Are you too busy modeling your competitors instead of finding your own unique voice?
(9) Do you struggle to explain what you do, in a way that resonates with your ideal clients?
(10) Are you frustrated with the response you're getting to your marketing?
Knowing how you are unique and what sets you apart are critical components in your marketing success. Yet determining what that USP is can be one of the biggest marketing challenges you'll face.
I don't know how many of the singers Simon Cowell questioned were able to give him a definitive answer. But my guess is most couldn't. Don't fall into this same trap with your business.
Uncover your Unique Selling Proposition - it's the key that unlocks the door to your business' success.
Debbie LaChusa created The 10stepmarketing Systemto make marketing your own business as simple as answering 10 questions. Learn more about this unique, step-by-step system and get a free Marketing E-Course when you subscribe to the free, weekly 10stepmarketing Ezine at http://www.10stepmarketing.com
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