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Unique Propositions, Why should anyone buy from you?
One of the keys to the success of any business is a unique feature, something that will make customers
choose your business instead of another one which can offer a competing product. The best unique features are
those which can't easily be duplicated because, if your unique feature is successful and can easily be
duplicated, you can bet it won't be unique for long.
Ideally, your unique feature should have the following characteristics:
Successful strategies which fall within the category of "unique feature" are often responsible for helpingbuild whole companies. Examples are "pizza delivered in 30 minutes or it's free" and the concept of traveller's
cheques. A less innovative initiative but one which satisfies all four criteria and probably generates substantial
business is the toll free number of Holiday Inn, 1-800-HOLIDAY, which lets you make hotel reservations
anywhere in the world.
For a small business, the unique feature can be on a much more specialized, smaller scale and, at the
same time, can be easier to find because your business is more focused and your customers share some
characteristics. Your target market is the place to start. What do or would your customers value - try making a
list. Which of these things can you do easily and at low cost? What can you do better or at lower cost than
others? Can you find something that will be memorable as well? You must be able to come up with something,
even if it seems trivial. And if you come up with something really good, you'll have it made.