Radio

When I was younger, I'd sit in the front seat of my mom's car and listen to the radio.

My mom's car had 6 presets where I could "save" a radio station. And there were 6 radio stations that played more or less the same Top 40 songs.

So when I sat in the car, I just skipped from one of them to the other, because they all played the same stuff. If one went to commercial, or played a song I didn't like, I'd hop over to another.

I did this everywhere we went, except when we went to Phoenix to visit my mom's parents. They had a special radio station there that would play a little of everything. You'd hear Katy Perry one minute and Bon Jovi the next.

Lots of people in Phoenix absolutely loved this radio station. Some folks I met went out of their way to tell me about it. 

So when I was in Phoenix I didn't station hop. I just listened to that one radio station. (Even the ads.)

That radio station was better, just because it was unique.

The same goes for coaching businesses.

For example, right now I'm working with a network marketing coach.

Network marketing coaches are usually pretty high on hype. My client is more down to earth. He focuses less on motivation and more on business advice.

I've talked to a few of his students — and they ALL mentioned liking my client for this exact reason.

I don't know if EVERY network marketer wants someone more down to earth. Some people probably like the hype. But a certain percentage of people want someone more calm and direct.

Just by being himself, my client stood out to that segment of the audience, and gained a HUGE advantage.

Whereas imagine if he just copied his biggest competitor. Why would anybody pick him?

If you're a carbon copy of somebody else, people will ignore you and pay attention to the person you're copying. But when you're different, you can get at least a segment of the market.

You don’t need to be “better” than your competitors — you just need to be different. Just by being different you will be better for at least one group of people.

What makes you different?