The Most Important Question to Answer

 Why should anyone do business with you, instead of anyone else?

What do you do so well, that prospective buyers would think it crazy to go anywhere else?

Many years ago, Nike offered the top-selling Air Jordan 3 for $150. At the exact same time, Target sold an excellent imitation of the Air Jordan for around $40, but Nike outsold them, ten to one.

Starbucks is a popular place to buy coffee in many parts of the world. According to the latest data, their typical customer spends four times more than they would at their competitors.

Obviously, low price isn’t the driving force here. So, what is? The answer - these companies staked out a specific and targeted market dominating position.

Nike focused their position around being the best athlete, being hip and in style, along with the perception of quality.

Starbucks focused on delicious hand-crafted beverages which they claimed is the secret to making life better.

Avis is number 2 so they try harder.

FedEx is for people who absolutely, positively have to have it there overnight. And the list goes on.

Lens Crafters used a brilliant strategy opening stores in shopping malls and promising and delivering "glasses in an hour." So, you could go shopping and come back in an hour and pick up your prescription glasses...instead of in 2 weeks!

This is known as a business' USP, or Unique Selling Proposition. But, this can be eventually replicated or matched by a competitor.

I like to take this strategy a few steps further, turning it into an MDP...Marketing "Dominating" Position. That is, we address it from several angles.

We want to make is so compelling, no one can or will choose to match it. That makes you the ONLY choice in your category.

It takes some thinking, but once you get this down, it can cause a major spike in your revenue. If you don't have your "dominating" positioning, it's costing you business.

What's "your" thing?