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Step 5: Integrate Your USP into ALL Marketing Materials A USP is worthless if it isn’t conveyed throughout every aspect of your business. Include your USP on all your public communications: Your trucks, vehicles, and buildings Your advertising, promotional materials, and social media accounts Business cards, letterheads, signs, brochures, and flyers Your website and your email signature Your voice mail system, receptionist/sales scripts, etc.
No horse gets anywhere until he is harnessed. No steam or gas ever drives anything until it is confined. No Niagara is ever turned into light and power until it is tunneled. No life ever grows great until it is focused, dedicated, disciplined. ~ HARRY EMERSON FOSDICK
The richest people in the world got rich by focusing on one core purpose, not by diverting focus. Lebron James wouldn’t be any good at basketball if he spread his interests around. He focused on one thing and one thing only: basketball. He ate, slept, and shit hoops. Now, with his legendary status and millions in net worth, he can afford to be polygamous with his interests. To hit the top of your game, business or otherwise, you have to eat, live, and shit your thing. If you’re dabbling in 10 different things, your results will be dabbling and unimpressive. Focus on one thing and do it in the
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Get onto a Fastlane Road. But don’t worry if you can’t decide which road; the road can pick you. Train your mind to see needs, problems, and ways to improve things. Observe your thoughts and language, because they expose unmet needs, or needs met poorly. You don’t have to find the next breakthrough; just find an improvement opportunity, a pain-point, or a service gap, and solve it. Many of the best businesses in the world are based on products that already existed; the owners solved the problem better or more efficiently. When you focus on market gaps, roads open. Yes, the road chooses you.
HAVE what others NEED and money will flow into your life. This reflects the Commandment of Need. You can’t explode your income by chasing money. Stop chasing money, because it eludes those who try. Instead, focus on what attracts money, and that is a business that solves needs. Money comes from providing value. Cast aside selfishness and seek to HAVE what your fellow man WANTS. When you do, money flows into your life because money is attracted to those who have what others want, desire, crave, or need.
Not partake in barrier-free or entry-weak businesses.
