How To Beat Amazon
The secret to making your competition irrelevant (even if you are competing with massive companies like Amazon or Walmart). How to create your own market.
This morning both my kids woke up with sticky, swollen, pink eyes.
I sent a photo to my mom. She warned "Watch out, it's super contagious!"
So I have been trying to avoid hugs, kisses and any touching from my kids as much as possible. I've also been trying to avoid touching any surfaces that they have touched.
My my kids are everywhere. They get in my face, coughing and sneezing. The jump on the back of my couch, licking my head.
There is no way I am not getting infected. My kids are experts at spreading their germs, and there is nothing I can do about it.
For some reason, the way my kids spread germs reminds me a little of how Amazon spreads into new markets.
For most businesses, when you hear Amazon is moving into your market it feels like a deathblow.
But here's why it shouldn't be a problem: Amazon is great at what they do...but that is all they are great at. They simply cannot be everything to everyone.
If you try to win on selection or delivery against Amazon...then you will likely lose.
Same as if you try to win a price war against Walmart...you are going to lose.
Because that is their battlefield.
But here's the thing: you don't have to fight on their battle field. In fact, you don't even have to fight with them...you simply need to define your own battlefield.
How do you do this?
Your Unique Selling Proposition defines your battlefield.
Your Unique Selling Proposition is what defines what you do differently from your competitors. It is the reason that your customer does business with you.
By creating a USP for your business, you create demand that only you can fulfill. For your ideal customer, your competitors become irrelevant.
When Dominos created their USP, "30 minutes or it's free", their competitors suddenly became irrelevant to a large part of their customers. Because everyone else at the time was competing on price, or on quality of ingredients...but no-one was competing on delivery time.
By owning this USP, they became the leader in delivery time...and they grew massively because of this.
That is what a good USP can do for you.
To uncover and create a Unique Selling Proposition for your business, we use a 3 step system that has been developed over the past 30 years and used for thousands of businesses.
This system ensures that your USP is something that your customers want, that you are passionate about, and is actually different from what your competitors do.
In today's email tip, I shared how we can help set your business apart from all your competitors.