The Biggest Mistake With Your Uniqueness

by Sean D'Souza

positioning, positioning statement, uniqueness, California, Psychotactics, Sean D'Souza, The Brain Audit

You’d never guess it in a million years.
You’d think the biggest mistake would be made when you’re in the process of creating your uniqueness, right?

Um, no…
The biggest mistake is made right after. It’s the mistake of letting your uniqueness snuggle up and stay put in that nice warm bed. Cozy up? Snuggle up? What’s that got to with uniqueness mistakes?

After you finish creating your uniqueness,  most of us believe we’ve done a splendid job. But having a great uniqueness is like having a great set of business cards. How will anyone know you’re unique, unless you get the word out? So why don’t people get the word out? Is it because they’re lazy? Far from it.

The truth is they don’t know how to get the word out
Well, they do know they can post the uniqueness on their business card and put it on their website, but that’s it. Ok, maybe you can use it in a presentation when you’re describing why your product or service is unique. But then you come to a cold stop.

And you shouldn’t.

Get that uniqueness out and get it to work. Watch the video. Then post 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

{ 11 comments… read them below or add one }

Shy Buster! March 12, 2012 at 1:14 pm

I always enjoy your insights…and your correct, we have a niche now what do we do with it. Probably the hardest part for some Entrepreneurs is that we dislike sitting and writting and doing the mundane stuff…:(
The Shy Buster!


Sean D'Souza March 14, 2012 at 5:23 am

That’s hard to answer. And it’s hard because I don’t know why the writing should be mundane.


Tim Kisner March 19, 2012 at 5:01 pm

S.B. There are things in business which we all must do that we consider mundane. Personally, many of the project meetings I have to conduct I consider mundane. So I am challenging myself to change the meetings (and my attitude) in ways that will make them more interesting to everyone. (Including me.)

In a similar vein, I do enjoy writing, but began to enjoy it a lot more when I changed how I go about it. I have a much more personal approach now and this has brightened my attitude considerably.

Is it possible that such a change could do the same for you? Do you feel that you must write a certain way and that this turns you off to it?
-It was Steve Martin who said, “My writing really brightened up when I started using verbs!” (smile)


Mike Hayden March 12, 2012 at 7:29 pm

My brother, who took your writing course, told me it IS the toughest!



Sean D'Souza March 14, 2012 at 5:20 am

Well, it is true.


Tim Kisner March 13, 2012 at 4:12 pm

It sounds as if everything we write, say or do should be examined to ask, “Does this demonstrate my one uniqueness?” If not, we are missing an opportunity.
Thanks Sean!


Sean D'Souza March 14, 2012 at 5:20 am

That’s absolutely correct. When your uniqueness becomes part of you, it becomes your DNA. Then everything you do centers around that DNA. It becomes your whole purpose for running your business.


Linda March 14, 2012 at 8:02 am

Hi Sean,
I’m with you on the issue of writing not being mundane. The bit I struggle with is how to get the writing where others (most particularly those who are likely to use my uniqueness) will see it!


Todd Smith March 18, 2012 at 5:52 pm

I hear you. And yes, it’s hard to remember to do it consistently. I need to build it into my checklists for testimonials, articles, sales pages, and general conversation. I guess it comes down to creating a habit of it. Thanks for this reminder.


Sean D'Souza March 19, 2012 at 5:48 am

Yes it does. And even I have to remember. Without a checklist it’s almost impossible to remember anything.


Todd Smith March 19, 2012 at 2:20 pm

It reminds me of my mom, who used to fly a plane. Whenever we went up, she had a checklist of things to go through. Whenever it’s something important, checklists are used. The fact that I don’t use checklists sometimes tells me that I don’t think it’s that important to right every time. Just seeing that now, my respect for checklists just jumped a few notches. 🙂


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