A good business is really one that delivers on what it says. Day in and day out it’s about keeping promises to complete tasks and deliver results. As business people, that’s our duty to colleagues, clients and customers.
There’s also the promise of delivering at the absolute highest levels and developing a reputation for it. A reputation that gets talked about and remembered. Great reputations are usually described like this:
“They have the best pork belly risotto in town.”
“Their cars are the most reliable.”
“Their washing machines produce the cleanest clothes.”
Can you claim the pinnacle position in your category or industry? It’s one of the keys to your unique promise – the reason your business exists and why people should work with you. The best unique promises have these key components:
1. Superlative. Highest, best, most, fastest, smartest.
2. Important. Has to be something that matters.
3. Believable. Plausible and logical reason you can make the claim.
4. Memorable. Emotional and important makes it memorable.
5. Tangible. It must indeed perform as promised.
When all of the above blend together in the right amounts, you have a magical, motivating and profitable promise. It’s ownable, understandable, and highly prized by your prospects and clients.
Study your clients, their needs, and also your competitors. You’ll be amazed at the promises that people crave, the promises that you can make – and more importantly – the promises you can keep.
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