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.If you are trying to use the old methods of posting to free-for-all links pages andfree classified ads to generate traffic and sales, you are definitely working in yourbusiness.You have created another job for yourself, and once you quit your in-come will stop also.You will never have room to expand your business becauseyou will always be limited to a 24 hour day just like everyone else.If you install (or hire someone else to do it for you) a CGI program on your sitewhich automatically generates traffic, then your computer is working in yourbusiness generating you an constant income stream.You would then be workingon your business and would have free time to create another income stream if youlike from that same site or from another site.It all boils down to your strategy.For me, a key point in any Internet strategy Icreate is that it has to run at least 95% automated.and it has to have an automatedconstant stream of traffic.This isn't all there is to it for me, but it is the start.If I can't find a way to doboth.automate the business and create a constant stream of targeted prospects,then I am not even interested in the business idea.Develop a UWPA Unique Web Position is simply a one line statement that reveals to your cus-tomers what sets you apart from the competition.It should be easy to rememberand should stand out as something everyone in the marketplace is looking for.88Amazon.com has put themselves on the map and sells more books than anyone onthe planet.Their UWP is that they are "The World's Largest Bookstore." This issomething that no one else can say.They have branded themselves into the mar-ketplace and they stand out from every competitor with that one phrase.What is it that will separate you from the competition?Do you have the largest selection of _________?Do you have the longest guarantee?Do you offer a double your money back guarantee?Do you have the most newest __________?Do you have the fastest delivery?Do you have the best support?Do you have the lowest prices?What is it that separates you from your competitors? If there isn't anything thatstands out about your product, you had better change your product until you havean advantage over the competition.A me-too business that doesn't stand out is just asking for failure.As a matter offact, if you market in an industry where everyone appears to be the same and youcome up with a clear and strong UWP you are just asking to be the next industryleader.You will be able to completely blow away the competition because they all lookthe same and you look so much better.That is exactly what Amazon.com did.They became the World's Largest Bookstore in an industry where every storelooks the same.Now, just about everyone on the planet knows exactly who theyare.Reports are even spreading now that Amazon does so much business thatevery other bookstore out there is beginning to hurt from their competition.What if you step out and do the same thing in your industry? What if you becomethe trailblazer and everyone else has to play follow the leader to catch up? Whatwould your bank accounts look like then?With the competitive nature of the Internet, you will absolutely have to develop aUWP for your business if you want to survive in the coming years.Here is our simple 3-step system for creating Your Unique Web Position.89Step #1: Pull out a sheet of paper and write down, "You know how most websites __________"Now, write in what you have seen as a problem or a stumbling block to orderingfrom your competitors during your research.What is it that they did which an-noyed you? What is it that they didn't offer? Where are they lacking in theirpresentation? Do they have bad service?Most successful businesses are created because there is a void out there in somearea.Where is the void that is in your industry? Does everyone just make asale.and then going looking for the next customer? Did they not offer guaran-tees?Once you have found that missing element in your online competition, writedown as much as you can come up with about it.Describe the problems in detail.Even enlist family members or friends who go online and find out what they seethe problems as.write it all down.Step #2: Use another sheet of paper and write, "Well, what we do is."Fill in everything that you can think of that will solve the problems in your mar-ket.What is it that you are willing to do to set yourself apart from the competi-tion?Avoid words such as "Better Service" or "Higher Quality" or even "Lower Prices"unless you can also give very specific examples of it.These words are catchphrases and really don't mean anything to your market unless you spell out thedifference.For example, which one of these phrases stands out to you more:"The Lowest Prices On the Internet!"OR"27% Lower Prices than Their Nearest Competitor remarks Consumer Reports!"The second stands out much more than the first one because it is much more spe-cific and therefore more believable.Anyone can say they have the lowest prices,90but can they show specific examples?The same thing goes for service.Don't tell me that you just have the best service.Tell me what you are willing to do.If you are willing to spend 2 hours on thephone with me after midnight on a weekend to help me getting it working right,tell me that specifically.It will mean something to me.Better service reallydoesn't mean anything.So, on this sheet of paper, write specifically what you will do that is different fromall of your competitors.Explain it.Spell it out.Step #3: Boil down Your UWP to One Paragraph and then to One Sentence.Your UWP has to be short and concise to stand out in the minds of your visitors,your prospects, and your customers.This means that you have to boil your fullpage of ideas down to a paragraph of specific information.Then, for your signa-ture file, your business cards, and your banners, you will have to create a one sen-tence or one phrase UWP.This is probably the hardest process you will have to go through on creating yourweb site concept, but it can easily be the most important.Having the best UWP inthe world won't do you any good if you can't easily communicate it.Write a short 2 or 3 sentence paragraph which communicates your UWP.Givespecifics that set you apart.Then, print it out and hang it up in your office or in your home.Keep yourself re-minded of what it is that sets you apart [ Pobierz całość w formacie PDF ]