How to get the Crinkley Cheek rest home gig

You wanna buy my new car? It’s TOTALLY unique…

  • Not only is it electric and self-driving, but it’s also
  • 500 feet tall,
  • has triangular wheels (three of which are made from hemp),
  • uses patio furniture instead of seats and, best of all,
  • whenever you have a crash…it makes the perfect omelette, right on impact.

Different isn’t always a good thing.

You can do different wrong.

It’s an easy mistake to make. You read a business book and learn the phrase “USP” (Unique Service Proposition – yeah, I know that YOU know, but he – him over there – didn’t).

You know that competing only on price is a race to the bottom. You know that you need to differentiate yourself from the competition. 

You need something that only YOU can offer – a reason for people to choose you.

And then you think…

“Hang on, if one USP is good, then 13 would be BRILLIANT!”

And that’s where the problems start.

If you’re a worldwide celebrity, being TOTALLY different from everyone else – in as many ways as possible – is a good marketing tactic. Lady Gaga is a great example of this.

If you’re a plumber from Scarborough, who specialises in maintaining residential homes heating systems though…

…not so much.

The Crinkley Cheeks rest home is MORE likely to choose you because you’re the only plumber who knows his way around the Worcester PK-1875/S boiler system.

They’re LESS likely to choose you because you’re the only plumber who knows his way around the Worcester PK-1875/S boiler system AND…

  • Only wears pink,
  • Doesn’t believe in “tools”, preferring your own brand of faith healing techniques instead,
  • Is the only plumber who freestyle raps while completing the work,
  • Only converses in Swahili,
  • Can do a mean impersonation of Gyles Brandreth.

When you’re that level of different, it’s actually scary for customers to choose you. There are too many questions. Too many variables. They’re probably not going to chance it.

You’re TOO different.

So there’s a balance…

Be different enough to give your customers a reason to choose you…

…just not SCARY different.

Have a great weekend,

John