Being good at what you do isn’t good enough. Even being “the best” isn’t good enough, according to the late Jerry Garcia who once said, “You don’t merely want to be considered the best at what you do. You want to be perceived as the only one who does what you do”.
The only one who does what you do. That’s your mission.
Tough assignment? Not really. The key word is “perceived”. It’s how the world sees you, not necessarily how you really are. It’s marketing, plain and simple. Packaging. Positioning.
On the other hand, maybe it’s not so difficult to literally be “the only one who does what you do”. You are a unique human being, after all. Others may have a similar set of skills. They may offer the same services and deliver the same benefits.
But they aren’t you.
Your task, then, is to take what you do and express it through the prism of your persona. Incorporate the unique essence of who you are into what you do.
Remember, clients buy “you” before they buy your services. Show them who you are and you will have no competition because there is no one like you.
The formula for creating your “unique selling proposition”
