Are you better than your competition? Choice, phase 4 of your personal message


Find out in this article if your message and your proposal are differential and competitive, key elements for an election

I remember that the five stages of a compelling personal message are:

Notoriety. I know you?
Affinity Do I know what you're offering?
Lace Do I need what you're proposing?
Choice. Are you better than your competition?
Loyalty Do you keep your promises?


WandHaving elements to be seen, make our proposal clear and make clear its value may not be enough elements to be the preferred option. A key factor is missing, which makes you different from your competitors.

In other words, say what you do may not be as important as saying how you do it, because in the method there can be the difference. Often, during staffing processes with people, doubt emerges, the great black shadow it bears by title “what I do is no different than what others do“. Great falsehood. By doing it you're already different. But there's more:

Where can the difference be? There are a number of factors that can constitute the differential value proposition, USP (Unique Selling Proposition, created by Rosser Reeves by Ted Bates):

  1. Experience is a degree. If you offer something that also offers in-experience people, this can become a guarantee factor.
  2. Results. If what you're doing has generated results, it's important to highlight them, either in the form of testimonials, graphics or press articles.
  3. Uniqueness. The USP factor indicates that what you do is not done by anyone else, you're only @.
  4. Novelty. Although it's an ephemeral factor, being the first to do something can always be a competitive advantage.
  5. Exclusivity. Whether for a patent or any other type of registration, what you do can't be done by anyone else, you're the only way.
  6. Methodology. Having your own methodology indicates that you've worked hard to improve what already exists, you're not a copycat.
  7. Partnership. If you do it with powerful co-branding, you can win on competitive arguments.
  8. Certification. If what you're doing can mean some kind of certification for your client, you've won two integers.
  9. Ease. Imagine you offer something online and others don't, that helps you expand your customer base.
  10. Fee for results. Collecting a fee based on the results of your work can be risky but it can set you apart.

There are many more differentiation factors, the important thing is to know how to use them to get the final choice, being the preferred option.

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