Page 76 - My Marketing Sucks Book

it makes them great. This gym is the only one in town that provides the ultimate

in availability to their members in town. Workout whenever you want.
Now, if everyone else is doing it, this gym would be neither great, nor unique. You
would make sure this is not promoted as a unique selling point if it were your
business.

Another good example of finding and promoting greatness is what we did here at
Profit Partners when we founded the company. During our earliest days, we did
our own extensive Competitive Intelligence. We needed and wanted to know who
we were going shoulder-to-shoulder with, what they offered to the industry, their

strengths and weaknesses as we perceived them. If you are going to battle - study
thy opponent to seek out weakness and opportunity.
We also did the three levels of developing our Unique Selling Points. The exact
same exercise we have given to you! We knew this was critical if we were going to

create our own unfair advantages out in the big, bad business world.
Get Your Message Out There

A few things bubbled to the surface immediately. We were the only one in our
niche to not only build a website for a client - but also to maintain it at no
additional charge. Most people who build websites charge an arm and a leg to

make updates; nickel and diming their client’s to death. We didn't.

We knew it was unique, but we didn't realize it was great right away.
It wasn’t until we saw how hard it was to deliver that level of service at no
additional cost. We second-guessed whether we should continue to do free
updates and edits or not. We found out why no one else was doing it - sometimes

it can be a heck of a lot of work!