What Makes you Unique?

You are UNIQUE!

We all have something that makes us unique, different from everyone else, something that set us apart from others. Although we may be doing the same things others do, the way we do it, the way you go about it, is different.

Find out what’s unique about you. What distinguishes you and your product or service from the crowd? What sort of special insights have your experience given you? In what ways is your voice unique? Compile a list and then come up with clever, interesting, and unusual ways to tell the world about what makes you you.

It is tricky to self-appraise, we’re completely unaware of which of our qualities others find most appealing. Ask your friends to complete a questionnaire on your uniqueness, the results would be startling. Pay attention to what people normally ask about you when you first meet them? What do they notice? What do they compliment you on?

Complete a Personal Checklist

To make an analysis, complete a checklist that deals with you specifically; a checklist that covers in full narrative answers. Include as much information as possible, whatever comes to mind without editing yourself.

What to include on this checklist?

1. Personal information: Your Name, age, place of birth, who you live with, are you married/single/in a relationship, what your children do, or those near to you do; who are your parents, what they do, did and how they brought you up; include siblings and their details too. Anyone famous or well-known and accomplished relative, include them here. How many times did you move, and did you live in other countries?
2. What Have you done: What is your education, do you have any degrees or achievements? What are your present occupation, licenses, and certifications, why are you starting this new field, company, or endeavor? do not describe your business yet. What did you do before, any awards, anyone you work with well-known, or any business associations? What are your interests, hobbies, and special skills?
3. Then move to your Business: Now turn the attention to your business. What is special about your market? does it involve trade secrets, unusual processes, or ways of doing business? Does it require advanced equipment or exotic materials? Do you need to have expert knowledge of products or customs in other countries or cultures? Is your service the fastest; the best value; the most inexpensive, experienced, reliable, creative, or efficient?

Guerrilla Tactics:

Once you finish with your checklists, follow these tactics:

1. Re-read each answer, but do not make any changes.
2. Circle all the words or phrases you wrote that show anything unique, special, or particular to you or your business.
3. On a separate sheet, list all the circled words and phrases and explore how these unique items could be used to promote you and your business.
4. Ask your customers and clients what they think you do best. You may be surprised by their answers. Consider their feedback and add some of their keywords and phrases to your list.
5. Review and update your answers every six months, and explore how you could capitalize on them to promote your business.

Capitalize on Your Uniqueness

After you identify what makes you and your business unique, get creative. Find a hook to capitalize on that specialness, something that will capture the media’s interest. Since the media is under severe time restraints, they may simply go with the slant you took in your press release. However, be prepared for them to spin it in other directions.

It’s not enough to claim that your product or service is special; you must convince the media that your product or service is special in relation to its audience. Each outlet wants stories about new, creative, or unusual things that they think its readers or viewers will enjoy. They want to be able to tell their audiences that you can help them.

Review your checklist and highlight all the benefits you can provide your potential customers, for example, your location, low cost, business experience, or special training. Make sure you relate these points to your media contacts, so they can see what you can do for their audience.

Position Your Place in the Market:

To help the media recognize your place in the market, you need to understand what your target customers want for your product or service. Ask your current customers what they like best about your product or service and why they do business with you instead of your competitors. Build your identity around your ability to delight your customers. Get written testimonials attesting to your customers’ satisfaction.

Learn how competitors represent themselves in the marketplace. What do they claim, and what do they promise, and deliver? Ask vendors, suppliers, and subcontractors what they like most about your competitive product or service, and what they like least. Distinguish yourself by going a notch higher — deliver more, or faster, or less expensively, or more reliably. Use your competitors as a standard for improvement.

Find out how the public feels about your industry. Accept generalizations and truths and bill yourself as the exception to the rule. If businesses in your industry are considered unreliable, promote yourself as always being dependable and responsible.

Prepare media materials that emphasize the benefits potential customers will receive. State, without hype, exactly what you will deliver. Spell out concrete benefits that potential customers will receive such as good health, more leisure time, less stress, or increased financial savings.

Jill Lublin — Short Bio

(Pronounced Loob-Lynn)

Jill Lublin is an international speaker on the topics of Radical Influence, Publicity, Networking, Kindness and Referrals. She is the author of 4 Best Selling books including Get Noticed…Get Referrals (McGraw Hill) and co-author of Guerrilla Publicity and Networking Magic. Her latest book, Profit of Kindness went #1 in four categories. Jill is a master strategist on how to position your business for more profitability and more visibility in the marketplace. She is CEO of a strategic consulting firm and has over 25 years’ experience working with over 100,000 people plus national and international media. Jill teaches a virtual Publicity Crash Course, and consults and speaks all over the world. She has spoken on many stages with luminaries such as Tony Robbins. She also helps authors to create book deals with major publishers and agents, as well as obtain foreign rights deals. Visit publicitycrashcourse.com