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CHAPTER 5 MULTIPLYING YOUR BUSINESS PROFITS

Now, think of one of the main products/ services that your
business is offering. Write down your target market’s greatest
problems, pain and fears. In the next column, write down
their current frustrations in using the competitor’s products
(e.g. too expensive, too complicated, poor results, too slow
etc…). Finally, write down what their desires and goals are.
What are the benefits they are looking for?

Greatest Problem, Greatest Greatest Desires
& Goals
Pain & Fears Frustration

Step 2: Know Your Unique Competitive Advantage (UCA)
Once you understand your target market’s psychological
needs, you must know your product or service’s ‘Unique
Competitive Advantage (UCA)’.

Do you remember learning this in chapter 3? Your product/
service’s UCA is the main thing that makes it superior to the
competition. It should be based on helping your customers
solve their problem/pain/frustration and helping them achieve
their goals/desires.

While your product may have many benefits, which is the
most SUPERIOR benefit you should focus on – i.e. the one

146 SECRETS OF BUILDING MULTI-MILLION DOLLAR BUSINESSES