By sutainable business and living expert/contributor L. Denise Jackson
- Use a problem you may have or missing link you discovered as an opportunity re-brand your business and launch a long-term brand campaign. What can you do to create a business character that no one else can claim? People have service opportunities, including special or fast customer service and customer rewards. If package right, someone may find value in one area and forgo the other area. For instance, if you find a great logo or branding artist, you would be willing to wait 2 weeks to receive your product. What hidden opportunity can you include in your Big Idea?
- Your service can result in and secure your sale. People are returning to the “good ol’ days” of expecting great, friendly, comfortable, understanding customer service. Welcoming new customers in and treating them like customers should be treated…needed. If your customer service is accommodating without being a push over, understanding without being taking advantage of, your customers will remember that you “do a fantastic job and are so great to work with.” There should be no pressure. And if you cannot help the customer, be honest and tell them. How can you take your Big Idea service and customer service above the level of everyone else?
- Make sure where there’s sizzle, there’s steak! Don’t have a lot of lights, camera, and showtime! Make sure that when the curtain opens you have something just as succulent to keep them in the room. Is your Big Idea, a prime piece of steak or budget hamburger with a bunch of fat everywhere? Your audience wants substance and they want it now because they may be able to get it elsewhere. So make sure you have some steak to go with that sizzle! What is the steak of your Big Idea? Do you know how to sprinkle it with some seasoned, succulent sizzle?
- Provide what they need effectively, efficiently, and unequivocally. When someone purchases from you, make the product or communication automatic, useful, and unparalleled to anyone else. You don’t have to follow someone else’s model for what you provide. Make it your own so they will always think of you and automate, automate, automate. Is the provision or delivery of your Big Idea effective, efficient, and unequivocal?
- Take what you do and offer it more than one way. Tyson Chicken just had raw chickens in the grocery store. Now they have chicken patties, pre-cooked seasoned chicken, skinless chicken breasts, strips, drummettes, Any’tizers, nuggets, canned chicken, frozen chicken, cornish game hens, and even a meal kit. All of this from one main item, chicken. Diversify. Be creative and you can do something that someone has never done before. If you don’t know what that is, schedule a session with me and we will work on it. Is your Big Idea adaptable to grow legs or is a hugely profitable niche?
- Maximize your money doing something that no one else does quickly! When Progressive insurance acted on the opportunity in 1988 of the mandated auto insurance premium roll-back, they began to settle claims on the spot. That simple change saved them money because it was quick and the savings was able to be passed on to their clients; hence their prices can be low. The clients loved it because that is one of the biggest and time-consuming headaches for driver in an accident. So what can you do to take away the waste of time and pain in your process? Does your Big Idea answer the hard question everyone is asking?
- Make your business authentic, real, and illuminate your personality. Make your business yours, not a clone of someone else’s business. The core of your business should be your dream, your vision, your Big Idea. Know your business, know what you are getting into, and know that you know you are committed and let that show through your interactions and operations. What do you need to do to make sure your “personality stamp” is on your business?
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