Is it time for monovision?

mono- a combining form meaning “alone,” “single,” “one”

How many times have you experienced a long winded sales pitch where the individual reels off every service you could possibly imagine an organisation to offer? Establishing your ‘single-minded’ proposition will be crucial to your success and allow you to communicate clearly with customers and prospects exactly what solution your provide.

Put simply, what does your organisation do from your customers’ perspective?
You may be surprised to know that what you may think you do and provide is different to what your customers think you do and provide. Have you ever asked them the question? The major benefit in asking is that these people will assist you in finding the best way to market and communicate your business.

I found an excellent example of this in Wendy Evans – Choose & Grow your own business in 90 days.

“The single-minded reason for sending red roses is sex & guilt. I see no reason to disagree! Yet most florists promote their wares generally and delivery service primarily. One memorable day I did a workshop on the single minded proposition with an advertising agency. My brief to them was to create the name of and the tag line (from the single minded proposition) for a business that sold only red roses: 24 hours a day, seven days a week, 365 days a year, plus the balloons and cards that went with such a purchase. Their response?

The name was to be Bad Boys and the tag line, based on the understanding that red roses were about sex and guild, was to be, ‘We get you into and out of trouble, 24 hours a day’.”

Spend time listening to your customers, listen to the language they use to describe your business that you can use to promote your business. Go on to communicate this correctly and you will have established exactly what you do and why people should buy from you.

It’s time for monovision – differentiate yourself!