Once upon a time, there were two young men going to college and living in a small, two bedroom home adjacent to the campus.
During the 60’s and 70’s, most of you may or may not remember, a new social drug was coming on the scene, and kids were smoking this stuff like crazy. Including these kids.
Now, it didn’t take long for them to run out of money, and they had begun to look around for ways to make more of it. After several ideas fell flat, they decided to offer up the one thing they knew everyone wanted.
Read more or listen in below.
Fresh, hot pizza, delivered in 30 minutes or less.
It was wildly popular because they had recognized that they served up something that went hand-in-hand with the college experience. No one in that condition wanted to drive anywhere, and they were routinely hungry for something hot, salty, and cheesy – delivered in 30 minutes or less.
As their business grew astronomically, they opened up a store in the same neighborhood. They paid for college, and opened stores around college campuses nationwide, making loads of money on really, not-that-great pizza. Largely, Dan Kennedy contributes their success to the unique sales proposition – fresh pizza, hot and delivered in 30 minutes or less. You probably recognize the tagline. Post it in my comments if you remember it!
So the name of the company wasn’t all that awesome. They had no online presence. Still, they ruled the school, so to speak, for years. That unique sales proposition is pretty important to identify, and it’s the one reason someone would do business with you instead of doing business with anyone else doing what you’re doing.
Knowing what desire you fulfill is half the battle of content creation, too. See, we tend to think content creation should be focused on US. It can be confusing, there’s a whole lot under that topic! We want people to know everything about US. We do, we’re lying if we say we don’t – it’s just not effective, and for good reason. All people want – including you when you’re deciding who to hire – is will your product or service solve my problem?
What do people want to know? It’s your job to find out.
It’s not as cut and dried as ‘they need a new toilet’. They need a new toilet, but they will buy a toilet that is dependable, flushes quietly, is installed solidly, and you won’t fall trying to sit on it because it’s too low. A man has additional considerations. Create content that humorously addresses THOSE concerns, and you’ve started attracting customers who will buy high-end toilets. IF you sell toilets, in other words.
Truly, you reap what you sow. If your content is geared to what the majority of people would pay low-dollar for, you will attract low-paying customers. If you develop content that addresses the issues of the discerning customer, you will attract a person willing to pay more for comfort.
Your unique sales proposition should clearly identify that you understand exactly what your customer wants, and YOU have it.
Develop content to support your USP, and you can make millions of dollars selling crappy pizza!
… But YOU won’t do that, will you? If you remember the pizza company, share it with us below.
By the way, I give away even more in my Social Content for New Bloggers Program. I’ll open the program for only two weeks in October for a limited number, so watch for the release SOON!
*Disclaimer: This story is recited to you for humor, and based entirely on memory of how it was related to me. I hope you were as entertained as I was when I heard it!