Written by: Vickie Sullivan | August 21, 2018
How to Become the Best (and Only) Option
Marketing conventional wisdom asks us: What problem do you solve? And that’s a great way to clarify your thinking. But in a crazy-crowded marketplace, it’s not the best way to stand out.
The problem is when too many folks focus on outcome, we become a marketplace of competing solutions. The buyers can’t determine the impact of the difference. Therefore, like house hunting, everyone’s approach starts to look alike. This is how becoming a commodity begins.
Listen: What to do when your market gets too crowded
Instead of leading with your outcome or “system,” try this instead: Redefine the environment in which you play.
Think about it: What do best-selling authors do before sharing their great ideas? They create intrigue by communicating the corner they own. By defining the territory; they make the case for their ideas. So, by the time you experience the solution, you’re already sold. Their approach stands out because the environment they create makes those ideas the only option. Our best role model is an oldie but goodie: business author Jim Collins.
Your homework assignment: Read the inside front flap of your favorite nonfiction book. Look at how the author defines their corner. Do this first – define your corner – in your book promotion, websites, content marketing, etc., and folks will believe your solution is the best (and only) option.
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