Ask the average internet marketer why you should buy from them and you'll very likely hear the following answer, "We have the best quality and service." A lot of business owners build their entire marketing strategy around a particular brand and its "better" qualities.

That simply doesn't work.

Ask yourself how you feel when you hear the statement, "We are better than all of our competitors." Don't you automatically think, "That's what they all say"?

Such a statement is absolutely meaningless to your prospects.

What you want is to be seen as being better without having to say that you are better.

You have to position the idea in your prospects' minds that you ARE better.

Don't get me wrong. I am all for exceptional quality. But what I am saying is, don't count on quality alone to build your brand.

Let me ask you a quick question. Does a Rolex keep better time than Swatch? Does a Mercedes have fewer mechanical problems than a Cadillac? Does Coca-Cola taste better than Pepsi?

Most people seem to think so, because Coke outsells Pepsi. Yet in blind taste tests, most people prefer the taste of Pepsi.

Do you see quality is not really quality?

Quality is a perception in the mind of the buyer.

If you think your Mom's macaroni and cheese is the greatest recipe on Earth, then it is. If you think red is the prettiest color in the rainbow, then it is. If you think I'm the world's #1 website conversion expert, then I am... at least in your mind... and yours is the only mind I'm interested in.

To put it in simple terms, if your prospect or customer thinks you ARE the best, then you ARE the best! It doesn't matter if you are not the greatest. But if you want to build a powerful brand, you must build a perception of quality with your prospective customers.

How do you position your products or services in the prospects' minds to be the best?

Here's the startling secret in one sentence: "Be the first to stick the flag in the mind of the prospect!"

People naturally think that if you are the first, you've got to be best. By being the first in your own unique category, you make it tremendously difficult for competitors to copy you.

But even when your competitors do copy you, their marketing efforts will only help to remind people of you!

Jack Trout and Al Ries, the fathers of positioning, developed the category concept into a science. The first law in their book The 22 Immutable Laws of Marketing, which is the law of leadership, is based entirely on the concept of being the first.

In essence, the law states that no two bodies can occupy the same space in the prospect's mind. If you get to a position first, nobody else can ever take your place.

Hence, being the first virtually guarantees your position. Let me ask you a question.

Who was the first person to land on the moon? Neil Armstrong! That's right.

Who was the third person to land on the moon? Unless you're a history buff, you probably don't know the answer.

Being the first, Neil Armstrong comes to mind immediately.

Look at your own life.

What are the things you remember the most?

More than likely you will remember your first kiss, your first dance, your first love, your first car, your first day of school, your first job, and your first heartbreak.

Can you remember your second kiss or your fifth one?

In all likelihood, you don't. When it comes to marketing, the same holds true.

Many people try to compete by comparison and may even generate some recognition as a result of their efforts.

But they often fail to create lasting, top-of-mind awareness. If you market your company as a better firm with a better product, all you are really doing is reminding people of who you are better than - your competition!

What if somebody is already the first in a category?

Then create a category and invent your own position.

Having your very own category is powerful because it is impossible for your competitors to beat you. If you are the first, your place is guaranteed and you will be perceived as the best by default - there's no competition!

How can you make your USP successful? The surest way is to first identify a niche in the market that you can fill. If you have a product or service that can fill this void, you are halfway there. If not, find a way to fill it.

Second, determine if people actually want it filled. This is an extremely important step -- one many entrepreneurs neglect. Everybody needs, say, prearranged funeral services, but not everybody wants to deal with such a delicate subject.

So, to determine if there is a need to fill a niche, do some research.

In short, here's my advice: If you're looking to start your own business, first find an opening and fill it. But if you're already in business, narrow your focus to a specific audience or product.

And finally, if you currently sell everything to everyone, I suggest breaking your business down by developing several USPs, to target different segments of your market.

Sincerely,

Dan Lok

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