In working with my clients, I try to stress the importance of finding the uniqueness in your business or product.  People don’t buy from you because you are the same as everyone else. At least not the customers that will provide you with the best lifetime customer value. The customer who comes in because they need something and you happen to be convenient is always an elusive catch! You want to attract customers who choose to buy from you, and to do that you need to define and demonstrate your unique position in the marketplace.

This concept can be a bit hard to grasp. Why should you care why they buy as long as they buy?

Because when you can create added value and position your products or services as superior – people will feel like they’ve gotten a true bargain (no matter what the price!) and feel good about their purchase.

When they feel good…they remember you and come back for more or recommend you to others. Sometimes both! The point is, people like to share their good news. (Not as much as they like sharing bad news, but that’s a story for another day).

So how do you do that?

Maybe this story about the Aeolian Piano Company will help you…if time is tight just scroll down to the story after the — mark.

What’s your Capo d’astro bar?