Let's take what we learned in the last video a step further with our unique selling proposition.
This again is similar but a little different.
It's what separates us from the competition.
And knowing this will help us sell our products and services in the way that we use copy and language
to determine why we're different in our personality and our style.
So the first question is what other companies are similar to you.
By knowing this will be able to understand how we can differentiate ourselves from them.
So for videos go online there's two companies that come to mind.
One is wisteria dot com and the other is craftsy dot com.
What you should do is actually write down what these companies do really well.
So for with idea what they do really well is they put out really high quality video content so their
content marketing strategy includes a lot of videos.
They're highly professional.
Also they have a great personality and a great tone that runs through not only their videos but also
their blog articles.
Now what doesn't wasted do that well.
Well in truth they're actually not an Online Learning Company.
They're not just a media company.
They build tools that help video creators but that's really they're not going after that target audience
so while they put out a lot of content and they could really do well in that industry and the online
learning market that's not where they're focused.
Now let's look at craftsy craftsy is an amazing company with Again lots and lots of courses high quality
courses high quality teachers on thousands of topics which is a benefit but also that something that
detracts from them.
Because if you're just going in to learn one topic then perhaps you might be bombarded with all these
other things that you're not interested in.
So that's one area where they've taken the whole crafty idea and gone crazy with it.
They have classes on everything.
And while yes some people might like crocheting and baking pies.
Not everyone's going to like all of their topics.
So that's one area where video school online could be better I think with a more focused catalog of
media craftsy also is really good at social media.
So I've got a lot of inspiration from craftsy for my own use things like Pinterest Instagram Facebook
groups and even some of their the way they create their YouTube videos for inspiration.
And this is what it's all about looking at companies not just competitors but as inspiration.
But the next question is why is your company different and why would one buy my product or service which
is course online courses compared to a another company.
And what I believe is that we'll video school online courses are more focused like I mentioned that's
one area we do better.
It's more just for visually creative people even though we are expanding and that's one of the biggest
problems we're dealing with right now is expanding to other areas and how do we cater all of our audiences.
But that's one area we're trying to be more focused and also our courses are more affordable compared
to crafts these.
Look at a few case studies to better explain this.
First we have FedEx who says when it absolutely positively has to be there overnight they're trying
to set themselves apart from other companies private or even government companies that might not be
able to get the packages overnight guaranteed.
Eminem's the milk chocolate melts in your mouth not your hand.
So they're competing and setting themselves apart from other chocolate companies that have that sell
chocolate that melts in your hand on a hot day.
Khiva there are plenty of places to loan money for a profit.
There are also plenty of places to donate money to help change people's lives.
What about loaning money to change lives.
That's where Kiva comes in.
So they're kind of setting themselves apart for two different types of people.
People who like loaning out money as an investment to gain more money.
Also people who just like helping other people out and donating money so they come in at this crossroads
and provide a product or a service for that.
Tom shoes Tom's Shoes are quirky comfy light and inexpensive.
That alone maybe isn't enough to make a company stand out in the shoe business.
The most unique and compelling part of the Toms Shoes story is that they give a new pair of shoes to
a child in need.
For every pair you purchase that's a great unique selling proposition and other companies have taken
this and ran with it as well.
Buying glasses they'll send a pair of glasses to someone in need but this is really something that people
can get behind and it gives you a reason to purchase this come Vinnies product or service and that's
what it's all about.
It's the reason they buy Tom's shoes versus vans or Nike's.
Lastly let's look at video.
Go online learn creative skills wherever and whenever you want.
Go from absolute beginner to advanced mastery.
So that first part is wherever whenever that's competing differentiating us from traditional schools
traditional education and then going from absolute beginner to advanced mastery.
That's where we're trying to separate ourselves from other online media publishers because a lot of
those publishers put out beginner classes or they just put out advanced classes and they don't go through
the entire process for the learners.
So that's where we're trying to come in and differentiate ourselves.
Why are you different.
Start brainstorming your own unique selling proposition because if you know that and if you have one
you're going to do very well in your business.