The Power of Demonstrating Your Uniqueness

by Sean D'Souza

positioning strategy

 

There you are, running around like a nut, because your uniqueness is well, so unique.
It’s kinda what Leonardo da Vinci may have done when he drew pictures of the parachute.

But sometimes the uniqueness seems to be a bit ahead of its time
And when it seems that way, no one wants to believe you. Or even if it’s not ahead of its time, but just seems a bit unbelievable, you run into the same problem. For instance, a company in New Zealand makes clothing that doesn’t stink for 40 days. Yes, even if you’ve been in the hot sun all the time, perspiring away. Now that’s hard to prove isn’t it?


When you’re trying to position your uniqueness in your client’s brain, demonstration really helps.

Or let’s say you have invented a glass that stands up to tremendous battering?
Well, glass is fragile, isn’t it? So it’s hard to believe that glass won’t break. So hard, in fact, that you seem to be the butt of all jokes, rather than some genius. And that’s where demonstration comes into play. With demonstration, you can prove even the greatest skeptics wrong in seconds.

But better still, you’ve now made your uniqueness viral.
Anything that can be quickly proven by you, can in turn be quickly demonstrated to others. And so the message passes on like wildfire. But the question does remain: how will you demonstrate your uniqueness?

Do you have any ideas? Do you have examples of products that have demonstrated their uniqueness in the past? Let’s hear your comments.

P.S. Introducing the Uniqueness Mastery Home Study
The Uniqueness Mastery Home Study is a precise system that enables you to get your product or service to stand out. And not just stand out in a garish, uncomfortable way, but in a manner where the customer knows exactly why they’re choosing you over the competition. It follows a system that that shows you how to get to your uniqueness.  Find out more Uniqueness Mastery Home Study

{ 18 comments… read them below or add one }

Marlon Cruz February 11, 2012 at 9:05 am

Still, a very basic point that only few businesses use. Not only it establishes the uniqueness factor but also gives confidence to the product. Thanks Sean for this wonderful goodie.
Uhm, when is the launch of psychotactics’ 10-sec garlic peeler 🙂

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Sean D'Souza February 11, 2012 at 4:14 pm

🙂

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David Rothwell February 11, 2012 at 11:54 am

Hey Sean,

I’m loving this uniqueness thread 🙂

It’s very much in line with some ideas in “Good to Great” which I know you’re a big fan of. And reading that book and following this thread has been enormously thought-provoking and enlightening. So thank you!

I offer a Free AdWords Management service on commission-only, but “playing Emperor” I dictate strict terms and conditions for the right partnership so I can guarantee it works – otherwise I don’t get paid.

There’s many businesses for who this would not work without specific checks and balances in place. And then they would just say – “AdWords doesn’t work” as so many do.

Those that fail the application can get paid consulting to make sure they *are* in place. If they can’t get those things in place properly, “the Emperor” turns them down.

And to demonstrate how it can work for the right partners, I show graphs and screenshots of clients with literally unlimited AdWords Daily Budgets where they’re buying every click in their market for leads or sales *at their profit margin*, and can’t spend more even though they want to.

Since I’m on commission to those conversions, I only get paid *after* they do – so it’s got to work as a strategic partnership, otherwise no one gains.

And since its in my interest like theirs to get as much as possible out of AdWords, we’re free to scale it up in every way we can dream up, including website and business workflow optimisations, as well as AdWords traffic.

Hope that helps your “demonstration” concept, which is absolutely on the money – as ever!

And all the best from snowy England …

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Sean D'Souza February 11, 2012 at 4:16 pm

We’re coming to England. And bringing the sun!

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Mary-Helen Rossi February 11, 2012 at 7:53 pm

Okay, so I get the 11 second garlic (awesome), and I get the hammer on a plate in less than 11 … but how about a teaching approach that shows the teacher how to become more creative in his teaching and how he can ignite his students’ creativity? It takes people a lot more than 11 seconds to develop that in themselves and bring it to their teaching, and a demonstration video would have to be shot over many months, am I right? I apologize if I’m just being dense!

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Sean D'Souza February 12, 2012 at 6:15 am

Not sure I understand the question. Can you rephrase?

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Mary-Helen Rossi February 13, 2012 at 4:12 pm

Sure, thanks. To demonstrate the strength of a plate requires only one blow with a hammer … to demonstrate the kind of learning that can take place when a teacher and students are in a creative state would require a time lapse video to show a process. OK, it’s not a one-time act, it’s a process.

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Sean February 14, 2012 at 3:50 am

I guess, if it’s a video a time-lapse would help a fair bit.

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Sean February 14, 2012 at 3:51 am

But also an end-result helps. e.g. If someone does the Article Writing Course on Psychotactics and they end up writing for BBC and CNN, for instance, then there’s the proof. But of course, the problem that then arises, is that that’s just one person. So whatever the demonstration, it needs to be so pervasive that it encompasses everyone.

Todd Smith February 11, 2012 at 9:18 pm

My facilitation sessions have the uniqueness of being “Advice-Free.” I’m currently in the process of getting volunteers to allow me to record their sessions.

I think this will demonstrate “advice-free” in video and audio format.

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Donna Hamilton February 14, 2012 at 8:01 am

These “demonstrations” are great for physical things (like garlic and glassware!), but how about non-physical things like experiences and feelings…how do you demonstrate *uniqueness* for these??

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Sean February 19, 2012 at 3:42 pm

These demonstrations usually come through in testimonials. The way we experience feelings is by watching someone else. Or listening to someone else. Hence we have to be able to listen or watch someone else to get feelings across.

However some industries don’t allow testimonials. e.g. lawyers or financial industries. It becomes a lot trickier in this case with any kind of testimonials. In these cases, ratings tend to be used. So A+++ ratings or B ratings etc are used (just as they are used by companies). There’s always some way to prove that one company is better than the other, and do it legally. Each industry has to just dig in deeper to find out the specific way for that industry.

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Natalya Murphy February 17, 2012 at 4:12 pm

The uniqueness demonstration that immediately jumped to mind for me is BlendTec’s “Will It Blend” videos on YouTube, where the CEO of the company puts everything from 2x4s to cell phones into the blender

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Grace Judson February 20, 2012 at 9:13 pm

Demonstrating, rather than just claiming, uniqueness is key whether your particular uniqueness is particularly unusual or not.

Marketing claims of any sort tend to create an eye-roll and a shoulder shrug and a “yeah, really?”

So whether it’s through testimonials, ratings, or an actual demo, to be truly credible, demonstrations are crucial.

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cheetu February 26, 2012 at 2:42 am

This is just incredible; I cannot believe you did that garlic demo 🙂

It was really fun and learning too 🙂

Absolutely stunning
-Cheetu

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Mike Hayden March 4, 2012 at 5:58 pm

Since starting my company, I have produced tens of thousands of pages of documentation for hundreds of hi-tech Silicon Valley projects.

I once used a large dolly to roll in many boxes of documentation to a potential client, to demonstrate expertise and experience.

That was a huge hassle (travel to/from the storage facility, loading/unloading the car and dolly, etc.) … I won’t be doing that again!

Perhaps a video would save me time and trouble. Duh!

Mike

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MamaRed March 14, 2012 at 7:17 pm

Mike…I can understand that one as a “recovering” tech doc/biz analyst/repurposing someone! Definitely think the video would be easier on your back!

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Jeff March 20, 2012 at 6:43 am

Hi Sean,

Thanks for this articles.
I would love to get those clothes. I could save on laundry then. 🙂
haha.

Uniqueness is the best way to differentiate a business and stand out in the crowd. It takes time to think of building a uniqueness in a brand but it is an effort worth pursuing.

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