What is your only-ness statement?

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What is your only-ness statement?

Differentiate Your Brand: Embrace the Only-ness Statement

In the competitive world of business, standing out is crucial! Today, let’s explore how you can prevent brand burnout and captivate your audience by crafting a powerful Only-ness statement.

Why this matters:

• Consumers love to be surprised and delighted.

• Brand uniformity leads to consumer fatigue.

• Differentiation is key to keeping your brand fresh and engaging.

The formula:

• WHAT? We are the ONLY [Your Business Category]

• HOW? THAT [Your Differentiator]

• WHO? FOR [Your Customer]

• WHERE? IN [Your Market Geography]

• WHY? WHO [Your Customer Needs State]

• WHEN? DURING [The Underlying Trend]

Example:

• What? The ONLY motorcycle manufacturer.

• How? That makes big and loud bikes.

• Who? For macho guys.

• Where? Mostly in the US.

• Why? Who want to join a gang of cowboys when in an era of decreasing personal freedom.

You can see how that encapsulates Harley Davidson's slogan, American by birth, rebel by choice.

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Negative words = positive results

I came across an interesting study that could boost our engagement rates. 

It turns out that using negative words like "no," "don't," and "never" in our posts can significantly increase views, engagement, and actions. An analysis of over 15,000 tweets and Facebook posts found this.

Pretty cool, right?

Here are a few examples:

• Don’t settle for anything less.

• Never worry about that problem again.

• You can’t find a better deal anywhere else.

These types of phrases seem to grab attention because they come across as powerful and assertive, which might be especially effective for our more luxury-oriented clients.

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The power of underpromise and overdeliver: A lesson from Apple

I wanted to share something interesting about Apple that I’ve noticed.

I recently bought a new AirPods Pro 2 (my old ones are broken, and I want USB-C) and received it in 2 days.

Whenever I order one of their products, the estimated delivery time is around 2 weeks. My initial reaction is always, "What?! That's too long." But here's the cool part—my orders almost always arrive way sooner, usually within 2-4 days. I end up feeling super grateful and even more loyal to Apple.

This made me realize the power of underpromising and overdelivering.

When they exceed the expected outcomes, I am genuinely delighted. It’s like walking into a hotel room expecting the basics and finding a fresh bouquet of roses and a box of chocolate.

Such delightful surprises make customers fans for life.

Companies that go beyond satisfying customers can drive brand loyalty and, ultimately, revenue. Maybe this is something worth considering for our own approach to customer service and delivery timelines.

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