WEBVTT 00:00.360 --> 00:05.880 Let's take what we learned in the last video a step further with our unique selling proposition. 00:06.090 --> 00:09.030 This again is similar but a little different. 00:09.030 --> 00:12.070 It's what separates us from the competition. 00:12.180 --> 00:21.000 And knowing this will help us sell our products and services in the way that we use copy and language 00:21.000 --> 00:25.560 to determine why we're different in our personality and our style. 00:25.560 --> 00:29.440 So the first question is what other companies are similar to you. 00:29.490 --> 00:34.260 By knowing this will be able to understand how we can differentiate ourselves from them. 00:34.260 --> 00:37.980 So for videos go online there's two companies that come to mind. 00:37.980 --> 00:42.730 One is wisteria dot com and the other is craftsy dot com. 00:42.810 --> 00:46.690 What you should do is actually write down what these companies do really well. 00:46.890 --> 00:54.020 So for with idea what they do really well is they put out really high quality video content so their 00:54.270 --> 00:57.480 content marketing strategy includes a lot of videos. 00:57.480 --> 00:59.430 They're highly professional. 00:59.430 --> 01:06.270 Also they have a great personality and a great tone that runs through not only their videos but also 01:06.270 --> 01:07.650 their blog articles. 01:07.650 --> 01:10.470 Now what doesn't wasted do that well. 01:10.470 --> 01:13.860 Well in truth they're actually not an Online Learning Company. 01:13.860 --> 01:16.050 They're not just a media company. 01:16.050 --> 01:22.110 They build tools that help video creators but that's really they're not going after that target audience 01:22.120 --> 01:27.240 so while they put out a lot of content and they could really do well in that industry and the online 01:27.240 --> 01:30.140 learning market that's not where they're focused. 01:30.150 --> 01:37.140 Now let's look at craftsy craftsy is an amazing company with Again lots and lots of courses high quality 01:37.140 --> 01:43.740 courses high quality teachers on thousands of topics which is a benefit but also that something that 01:43.740 --> 01:44.970 detracts from them. 01:45.180 --> 01:51.120 Because if you're just going in to learn one topic then perhaps you might be bombarded with all these 01:51.120 --> 01:53.540 other things that you're not interested in. 01:53.550 --> 02:00.180 So that's one area where they've taken the whole crafty idea and gone crazy with it. 02:00.180 --> 02:02.160 They have classes on everything. 02:02.250 --> 02:06.620 And while yes some people might like crocheting and baking pies. 02:06.720 --> 02:09.900 Not everyone's going to like all of their topics. 02:09.930 --> 02:15.120 So that's one area where video school online could be better I think with a more focused catalog of 02:15.120 --> 02:18.720 media craftsy also is really good at social media. 02:18.720 --> 02:26.790 So I've got a lot of inspiration from craftsy for my own use things like Pinterest Instagram Facebook 02:26.790 --> 02:32.150 groups and even some of their the way they create their YouTube videos for inspiration. 02:32.190 --> 02:37.570 And this is what it's all about looking at companies not just competitors but as inspiration. 02:37.710 --> 02:44.790 But the next question is why is your company different and why would one buy my product or service which 02:44.790 --> 02:48.880 is course online courses compared to a another company. 02:49.110 --> 02:54.990 And what I believe is that we'll video school online courses are more focused like I mentioned that's 02:54.990 --> 02:56.660 one area we do better. 02:56.670 --> 03:02.100 It's more just for visually creative people even though we are expanding and that's one of the biggest 03:02.220 --> 03:08.250 problems we're dealing with right now is expanding to other areas and how do we cater all of our audiences. 03:08.280 --> 03:13.530 But that's one area we're trying to be more focused and also our courses are more affordable compared 03:13.530 --> 03:14.770 to crafts these. 03:14.940 --> 03:18.040 Look at a few case studies to better explain this. 03:18.070 --> 03:24.840 First we have FedEx who says when it absolutely positively has to be there overnight they're trying 03:24.840 --> 03:30.870 to set themselves apart from other companies private or even government companies that might not be 03:30.870 --> 03:34.060 able to get the packages overnight guaranteed. 03:34.250 --> 03:38.880 Eminem's the milk chocolate melts in your mouth not your hand. 03:39.030 --> 03:44.220 So they're competing and setting themselves apart from other chocolate companies that have that sell 03:44.220 --> 03:46.790 chocolate that melts in your hand on a hot day. 03:46.900 --> 03:51.060 Khiva there are plenty of places to loan money for a profit. 03:51.240 --> 03:57.010 There are also plenty of places to donate money to help change people's lives. 03:57.030 --> 03:59.630 What about loaning money to change lives. 03:59.790 --> 04:01.950 That's where Kiva comes in. 04:01.950 --> 04:07.590 So they're kind of setting themselves apart for two different types of people. 04:07.710 --> 04:13.310 People who like loaning out money as an investment to gain more money. 04:13.320 --> 04:19.830 Also people who just like helping other people out and donating money so they come in at this crossroads 04:19.830 --> 04:23.020 and provide a product or a service for that. 04:23.430 --> 04:29.500 Tom shoes Tom's Shoes are quirky comfy light and inexpensive. 04:29.580 --> 04:34.060 That alone maybe isn't enough to make a company stand out in the shoe business. 04:34.110 --> 04:40.200 The most unique and compelling part of the Toms Shoes story is that they give a new pair of shoes to 04:40.200 --> 04:41.040 a child in need. 04:41.040 --> 04:48.090 For every pair you purchase that's a great unique selling proposition and other companies have taken 04:48.090 --> 04:50.400 this and ran with it as well. 04:50.400 --> 04:56.910 Buying glasses they'll send a pair of glasses to someone in need but this is really something that people 04:56.910 --> 05:03.520 can get behind and it gives you a reason to purchase this come Vinnies product or service and that's 05:03.520 --> 05:04.850 what it's all about. 05:04.870 --> 05:10.590 It's the reason they buy Tom's shoes versus vans or Nike's. 05:10.660 --> 05:12.030 Lastly let's look at video. 05:12.040 --> 05:16.770 Go online learn creative skills wherever and whenever you want. 05:16.840 --> 05:20.150 Go from absolute beginner to advanced mastery. 05:20.350 --> 05:26.500 So that first part is wherever whenever that's competing differentiating us from traditional schools 05:26.500 --> 05:31.030 traditional education and then going from absolute beginner to advanced mastery. 05:31.030 --> 05:36.790 That's where we're trying to separate ourselves from other online media publishers because a lot of 05:36.790 --> 05:43.240 those publishers put out beginner classes or they just put out advanced classes and they don't go through 05:43.240 --> 05:46.300 the entire process for the learners. 05:46.300 --> 05:50.830 So that's where we're trying to come in and differentiate ourselves. 05:50.830 --> 05:52.490 Why are you different. 05:52.540 --> 05:58.570 Start brainstorming your own unique selling proposition because if you know that and if you have one 05:58.900 --> 06:01.190 you're going to do very well in your business.