BaconBits: What You "Sell" Vs. What You "Do"

Hey, this is Brad Costanzo. Welcome to the show. We're going to do something new today. This is going to be a short bite sized chunk of business advice called what else? Bacon Bits. And on the Bacon Bits episodes, which will be a regular thing, these are when I have a quick little thought or insight I wanted to share with you without going into a big interview or long discussion of any particular topic. So let's jump right in. I had a listener email me and wanted some advice on developing a unique selling proposition. What sets him apart from his competition? Why should people buy from him? When I started to ask him, well, what is it you do? He proceeded to tell me what he sold. There's a big difference between what you sell and what you do. And that difference is critical to getting your message across to your market and telling them why they should buy from you. And it really is never what you sell. Here's the example. A financial advisor sells stocks, bonds, mutual funds and financial advice. But what he does is totally different. What he does is provides peace of mind, security.

Knowledge and information for families to achieve financial freedom. That's what he provides. That's what he does. What he sells is just the vehicle. Think about it like you get somebody from point A to point B. You do that in a car, that's how you do it. But what you do is you transport them. It's a really important distinction to make and it's one that you can develop in one of two simple ways. One of them is simply brainstorming and asking yourself, what benefit does the service or product provide to my end customer? What is the ultimate benefit? And the deeper you go on this question, the more impactful it's going to be. So you may say, as a financial advisor, well, what, what I do is I provide peace of mind and financial security for my clients. But what does that do? What's the benefit of that? Or just maybe you sell software or a database of leads to real estate investors. Well, that's what you sell, but what do you do? Well, you provide shortcuts and automated solutions that save investors time and money so that they can make more by working less. You see the difference between what you sell and what you do. So brainstorming is one easy way to figure that out. However, some business owners, I found, have a little bit of a problem where they get stuck in their own head and they just can't quite flesh out what they do or what that ultimate benefit is. In that case, ask your customers. It's really easy. Whether you email them or Pick up the phone and call them. God forbid in this day and age of nobody wanting to talk to anybody but just simply text and email call them or email them and say, why did you buy from me? Then shut up, sit there and listen for their answer. Because they'll tell you what the reason they bought from you was and it will never be because you sold XYZ widget. It will be because of what they believed you or your service or your product could do for them and the ultimate benefit. The first time they tell you, you may want to ask, well, why is that important to you? And then they'll go even deeper and tell you even more. What you uncover on this can really transform your and make it, well, sizzle. And here at bacon Wrap business, that's what we do. I mean, honestly, I don't think there's a single problem out there, business or personal, that can't be solved by wrapping it in bacon. Am I right or am I right? Okay. If you have a question, you want to email me at askbradaconrappbusiness.com tell me your biggest challenge and I'll come back with a solution if I've got one. I try to read every single email. If I don't respond in a timely manner, forgive me, but I do read every single one. And it usually your feedback really is important to me. In fact, it's so important I'm going to ask you very kindly to go over to itunes and leave a review of the show. Tell me what you love about it. I read every single review that comes in and it's a great way to give me feedback and let the world know that you really do like the show. The more people that like it, the longer I'm going to do it. So hopefully you've enjoyed this episode of Bacon Bits and I'm going to do a lot more of these, especially if you guys do like them. And I look forward to the next episode and the next interview that I do. This is going to be a great one. So stay tuned for more Bacon Wrap business with Brad Costanzo.