“Why should I choose you?”

That’s the single most important question you must have a great answer to.

Because it’s the question your prospect is silently asking.

Competition is fierce, the economy appears to be in a tailspin (but folks ARE buying - you just have to target the right ones), and even if the economy were stellar and you were the only game in town…

…people would still need a good answer to that question.

Because there are always other options, including doing nothing at all.

The answer to this question, “why should I choose you?” is your Unique Selling Proposition, also known as your Competitive Marketing Advantage.

And getting it right is critical.

But very, very few fit-pros (or business owners in general) give this all-important question the serious thought and effort it deserves.

Just rattling off some benefits is NOT enough.  Everybody’s promising the same thing.

The point is…

What makes you UNIQUE and DIFFERENT?  What is so special about what you do that will compel your marketplace to sit up, take notice, and take action?

There is always something — the ‘work’ is in the locating or creating.

HINTS:

1. Look at your personal narrative - your story. What’s special or unique about it?

2. Look at your technology - your proprietary training ’system’ - what’s special or unique about it?

3. Look at your guarantee - your risk reversal - what’s special or unique about it?

These are not the only places to look (or create), but they are good places to start.

Get to work on your USP - on formulating a great answer to the all-important question of “why should I choose you?”

Be a marketing maniac,
Eric Ruth

P.S. Are you watching the Fitness Business Blueprint videos? If not, what are you waiting for? They’re fr’ee, and they’re fantastic training on the CORE principles that will ensure your success. You can watch video #1 right now at http://www.FitBizBlueprint.com