Want to improve your marketing results? Simply start using the word “unlike” in your marketing!
“Unlike” is one of the most powerful, yet least used Marketing Magic Words™ available!
Here’s how you use it: “Unlike ________ we ___________.”
As in Unlike [other competitors] we [do x to help you achieve your objectives.]
Before I give you an example, let’s consider why this is so powerful.
People want to be told why you’re different than your competitors. They really do! It helps them make their decision.
Unfortunately, many people don’t react well to unsolicited aggressively negative statements about specific competitors.
Unlike Statements allow you to walk that tightrope without offending people.
As in, “Unlike most other gyms that charge you for personal training services, we always have at least one personal trainer in the building, available for free, to give you the help you need to get the results you desire from your workouts.”
What you’ve just done in that statement is to clearly differentiate one aspect of your service versus the competition, scoring points in your favor.
And you’ve created something else to go on their shopping list as they look at the other gyms in the area.
It’s also important to recognize that your unlike phrases contain a benefit statement whenever possible. Don’t just tell them that you’re different – tell them why that’s important to them!
Ideally, every one of your employees will have 5 or so “unlike” at the tip of their tongue they can share with your customers to promote your business.
A couple of days ago, I was working with a new private school and helping them with their marketing.
I asked them the “Golden Question™” “What makes you different than your competitors? What makes it so that people will want to put their children in your school rather than the public schools in the area?”
It took some pushing, as it almost always does, because people don’t naturally seem to think through this key point in their business as rigorously as they should.
But eventually we came up with a series of points that we turned into “unlike” phrases:
1. “Unlike other grade schools in the area that average 30 students per class, our maximum class size is 18, so your child gets more personal attention and learns more.”
2. “Unlike other grade schools that have cut art and music mostly/totally out of their curriculum, our students have art or music in their curriculum every day, because science has shown that students who have art and music in their lives are better students and retain more of what they learn.”
3. “Unlike other schools that have no after-school learning opportunities, after-school activities are an important part of our program, so you can rest assured that your child is in a safe learning environment until you’re able to pick them up.”
4. “Unlike other schools that are forced to accept any teacher or administrator that the district officials decide should work there, we carefully hand-pick each of our teachers and staff to ensure that your children are taught and cared for as if they were our own.”
Can you see the power of having phrases like these for your business?
“Unlike,” by default, shows superiority, and when combined with other benefit-oriented statements, clearly shows your prospect key reasons why they should buy from you!
Your assignment: identify 5 “unlike” phrases you can use to market your business and incorporate them into your marketing by the end of the week.
I’ve created a special free Worksheet and Action Checklist to help you identify and communicate Unlike Statements™ for your business. To get it, simply click here.
What’s your reaction to this? Let me know a phrase or two you could use in your business by adding a comment below!
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