Pick ONEHow To Create Your Uniqueness

How much would you pay for a 1GB flash drive?

$5

$15$79

How much would you pay for a 1GB flash drive?

$79$19

What’s Your Question?

The Goal of Uniqueness

The Brands We Know So Well

Subway: 6 Grams of Fat

Domino’s: 30 Minutes—Or It’s Free!

Timberland: 100% Waterproof

FedEx: Overnight DeliveryWhen It Absolutely, Positively Has To Be There Overnight!

Volvo: Safety

But These Are OVERUSED Examples

Small Budgets. Atom-Sized Companies

How Do We Get To ‘Why’?

WHY for a yoga class

WHY for a book you’ve written

WHY for a brand new service

Getting To Uniqueness

Housekeeping1. Duration of Presentation2. Get Light Refreshments3. Have a Paper/Pen Handy

Agenda1. The Search for Uniqueness2. Simple System3. Common Mistakes

The Search

The Search1. Features | Feedback | Playing Emperor2. Why Playing Emperor Is Very Effective3. How Successful Brands Play Emperor

Features | Feedback | Playing Emperor

Yoga ClassFeaturesFeedbackPlay Emperor

Features1) Clean Yoga Mats2) Expert Teacher3) Clean Bathrooms4) Convenient Location5) Simple Instruction

Yoga Class

Feedback1) Good Parking2) No Supermodels3) Reasonable Pricing4) Friendly Teacher5) Simple Instruction

Yoga Class

Play Emperor1) Small Group2) Organic Carrot Juice3) Following Moon Phases4) Injury-Free5) Yoga Homework

Yoga Class

Small GroupOrganic Carrot JuiceFollowing Moon PhasesInjury-FreeYoga Homework

Yoga Class

Good ParkingNo SupermodelsReasonable PricingFriendly TeacherSimple Instruction

Clean Yoga MatsExpert TeacherClean BathroomsConvenient LocationSimple Instruction

Features Feedback Play Emperor

Small GroupOrganic Carrot JuiceFollowing Moon PhasesInjury-FreeYoga Homework

Yoga Class

Good ParkingNo SupermodelsReasonable PricingFriendly TeacherSimple Instruction

Clean Yoga MatsExpert TeacherClean BathroomsConvenient LocationSimple Instruction

Features Feedback Play Emperor

Playing Emperor

Why It’s Effective!

Brands Playing Emperor

Domino’s: 30 Minutes—Or It’s Free!

Chocolate Sauce

Sexy Delivery

30 Minute Delivery

NZ Cheese Thick Crust

Timberland: 100% Waterproof

20% Harder Soles

100% Waterproof

Warmest Shoes

Hand-Stitched Colour Choice

FedEx: Overnight DeliveryWhen It Absolutely, Positively Has To Be There Overnight!

Precious Items

Oversized Packages

Cheapest

OvernightSheep

Volvo: SafetySafest

Fastest

CheapestFamily Sized Mileage

Yoga: Injury-Free

Organic Carrot Juice

Injury-Free

Following Moon Phases

Small Group

Homework

Copywriting Service

High-Emotion Copy

10-Day Turnaround

35 Years Experience

Specialise in Wine Co’s.

SEO Copy

Subway: Uniqueness Thrust On Them

Play Emperor | Pick ONE

Summary1. Features | Feedback | Playing Emperor2. Why Playing Emperor Is Very Effective3. How Successful Brands Play Emperor

Steps To UniquenessNEXT

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