Finding A Unique Selling Point For Your Business Opportunities From Home
I watch that whenever I am having a bad day and remind myself: it can always get worse with your business.
I am not the only one that watched that clip often. It was shown 633 times by cable and network media. It got so bad that channels like CNN started to feel bad about it, and offered public apologies after the fact for over airing the “Dean Scream” as it became known.
Dean gave this speech with the intention of rallying his troops after coming in third at the Iowa caucus. He was gaining a lot of momentum after his anti-Iraq speeches in 2003; many started endorsing him. Unfortunately a late surge by John Kerry and John Edwards caused a depressing third place finish in the 2004 Iowa caucus. The finish was followed up by this speech, and the rest was history for Dean and his campaign.
Have You Ever BYAAAHH Before?
How many of you have felt a little sheepish after something went wrong with your business opportunities from home? You might very well have found some of the best home based business opportunities only to find out you were scammed.
I have felt this often. I have put together a solid plan, and I have prepared for what I thought would and could happen, but some how…some way…fate decides to drop kick me in the face.
Realize this maxim now: expect the unexpected with your business opportunity.
Dean had no intention of causing this type of stir. In fact the microphone was set up to drown out the audience, so it made it sound worse on television than how it was heard in person. His was doing a good job of building the spirits of his supporters, but there was no “Dean Scream” audible in his Road To The White House Play Book.
Be All You Can Be
The U.S. Military has to be one of the most prepared organizations out there. They receive an order from the Commander-in-Chief, who sends it to the Join Chiefs of Staff. They devise a plan based on his recommendation and direct the Generals. It gradually goes down the chain until it reaches the foot soldiers, pilots, and/or sailors.
Now the problem is the plan will hardly ever go as it was drawn up. This is because you have to deal with so many elements in the equation. You have to deal with weather, climates, opposition forces, and often civilians. There can be so many other variables to deal with that it can become very overwhelming.
To prepare for this military enigma, the Army came up with a term in the 1980’s called Commander Intent or (CI). This helps to solidify the main objective no matter what chaos occurs.
Two questions are asked:
1. If we do nothing else during tomorrow’s mission, we must: (fill in objective here)
2. The single, most important thing that we must do tomorrow is: (fill in objective here)
Business Intent
For you and your business plan, the same rules apply. Instead of a Commander Intent, you have to create your own Business Intent.
You never know what your business partners, upline, or franchisors are going to do. You never have any clue how a customer may react to an unfortunate event, like suing you for a million dollars because of injury sustained from your product. Avoid paranoia, but prepare thoroughly.
If you want to see real chaos then look at our economic crisis of the $700 billion bailout. I remember hearing companies and media hosts saying we were inching out of our financial recession. Maybe not…
Again, expect the unexpected. Your industry is not static, so prepare yourself financially, legally, and with every other aspect for your business.
You Are Now FREE To Move About The Country
One way to start doing this is by creating consistency in an inconsistent market. One of the finest companies to ever fly the friendly skies is Southwest. They have continued to do well through financial storms, such as 9/11, when many other companies have gone bankrupt. My parents have worked decades for one of their competitors. For my parents, it has caused moves, personal layoffs, stress of a fast pace industry, and frustration with co-workers and upper management.
I remember one day my dad walking up to the house while I was riding my bike on the driveway, and he told my older brother that he was laid off from work. I didn’t comprehend what that meant at the time as a child, but I will never forget the frustration in my dad’s face as he walked into the house. Even as a little boy I could tell that meant a lot of trials were ahead for our little family.
So how does a company like Southwest excel (not to say they haven’t had setbacks) and a company like my father worked for goes up and down like a yo-yo?
This quote from Southwest CEO Herb Kelleher might give some insight:
“I can teach you the secret to running this airline in thirty seconds. This is it: We are THE low-fare airline. Once you understand that fact, you can make any decision about this company’s future as well as I can.”
“Here’s an example. Tracy from marketing comes into your office. She says her surveys indicate that the passengers might enjoy a light entree on the Houston to Las Vegas flight. All we offer is peanuts, and she thinks a nice chicken Caesar salad would be popular. What do you say?”
“You say, ‘Tracy, will adding that chicken Caesar salad make us THE low-fare airline from Houston to Las Vegas? Because if it doesn’t help us become the unchallenged low-fare airline, we’re not serving any damn chicken salad.’ “
Kelleher’s intent is clear. He knows exactly what his company stands for, and people buying his product know that too. It isn’t just through advertising and smart marketing, but they LIVE it in everything that they do. Even their slogan (with numerous meanings) skips low-fare and goes straight to FREE!
What They See, Should Be What They Get
Customers face so many inconsistencies from business owners. What can you be consistent about that you think your competitor is not consistent about? This is the beginning of putting together a unique selling point that will resonate with your customer, and it will always stick in their mind.
To catch everyone up, a unique selling point (or proposition) is: any portion of or characteristic of a product that differentiates it from the competition.
This concept was invented in the 1940’s by advertiser Rosser Reeves as an attempt to sneak customers from competition. The purpose was to point out at least one distinguishing aspect that makes your company, brand, and/or product better than company x,y,z.
Now this doesn’t mean you have to tear another company apart (like bloggers love to do), but if you keep telling prospects that you are the best customer service company in the industry; what do you think people are eventually going to believe?
Prospects want to be given a simple, reassuring promise that is kept. That is why so many people go and get jobs because it is safe. They trust the company brand for some reason whether that is the product, co-workers, management, etc. They also know that they are going to get that paycheck every other Friday.
Give your prospect something simple that they need. Tell them you will fulfill it, and then show them that you will fulfill it. Business is only as hard as you want to make it.
Two questions you should ask for your own (BI) Business Intent:
1. If we do nothing else during tomorrow’s work day, we must: (fill in objective here)
2. The single, most important thing that we must do tomorrow is: (fill in objective here)
Business empires are built on daily victories. Zig Ziglar once said, “People often say that motivation doesn’t last. Well, neither does bathing — that’s why we recommend it daily.”
Find out what your customer wants for his product or service, and then face each day as a battle for your customer to get them what they want. This might mean you need to gain knowledge to overcome your own weaknesses. This might mean you have to sacrifice your own dreams for those of others. Whatever you have to do; don’t give up, don’t ever give up.
“The wise man does not lay up treasure. The more he gives to others, the more he has for his own.”
-Lao-Tse
This is as much your blog as it is mine and now the blog is yours.
Let me ask you what is your single most important question about business opportunities from home?
What brought you to Write To Right?
What would you want to see more of on this site about business opportunities from home that would excite you, but you can’t find?
This is your chance to make this site better one comment at a time. Feel comfortable to express your inner feelings and don’t hold anything back!
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Filed Under Home Based Business Opportunities, Starting A Business |
Tagged With best home based business opportunities, Business Intent, business opportunities from home, business plan, frustration with co-workers and upper management, Howard Dean Scream, personal layoffs, prepared organizations, Southwest Airlines motto, unique selling proposition, unique-selling-point
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