When you create your business, product  or service uniqueness, do you need to test it? Incredible as it seems there's little point in doing any testing at all. In this episode you'll find out why testing is practically impossible and how instead of wasting time on research, you should follow three steps to make sure your uniqueness occupies a permanent part of your client's brain. In this episode Sean talks about Step 1: You have to consistently get the word out. Step 2: You have to state the position of the competition. Step 3: You have to state your own position. Read it online: How to Effectively Test Your Uniqueness ========== When you have settled on your uniqueness, how can you test it? What is likely to happen to a woman's bikini, when she's surfing? “If you're a woman, surfing with a bikini was slightly out of the question.You'd be out in the waves, walk out of the water and literally you've lost your bottoms,” said the business owner, Anna Jerstrom. So Jerstrom decided to create sexy, bright bikinis. And the uniqueness? Bikinis that stay on, no matter how rough the surf. And with this single-minded pursuit, investment banker, Anna Jerstrom started a business called Calavera. Wouldn't she need to test the uniqueness before she began? In almost every case, testing a uniqueness is completely unnecessary. One of the biggest reasons why you shouldn't be bothered with testing a uniqueness is because you're unlikely to have any competition. Let's take the uniqueness of Calavera, for example. Why did Jerstrom start the company? Surely she should have been able to find some bikinis that didn't slide off in the surf. Even with the power of the Internet at her disposal, she was still running into dead ends. It means that there will be hundreds, if not thousands of customers who are also finding it hard to get a decent product. That line of thought may not sound reasonable to you, but let's look at the alternative, shall we? Let's say you decide to sell a product. Maybe it's an information product that's based on presentations. When you look on Amazon.com, you're likely to find at least 5,000 books on presentations. Do you really want to go through every sales page trying to find out what's unique about the presentation product? Clients don't care about doing such extensive research either. They just want to show up to your business whether online or offline, and they want you to explicitly tell them why you are different from the rest of the competition. Whether you have a product, training or a service, your uniqueness doesn't need testing, simply because it's impossible to do a test. But there's another good reason why you shouldn't bother to test The biggest reason why you should just go ahead and run your uniqueness is because the competition is lazy or confused, or both. Most companies are clearly at sea when asked what makes them unique. If you have a uniqueness factor in place, that puts you way ahead of your competitors. However, there's also another reason why you can go ahead quite happily. Even if your competition has a uniqueness, it's not much use unless they use it on a frequent basis A uniqueness itself is not enough for clients to remember what is being said. Volvo is known for their safe cars because they ran endless ads about safety. Dominos made a billion dollars selling pizza because of their “30 minutes or it's free” slogan. Think for a second about your competitors right now. Can you quickly bring up their uniqueness? It's not enough to have a uniqueness, you have to do so much more In fact you have to take three steps to make sure the uniqueness does its job properly. Step 1: You have to consistently get the word out. Step 2: You have to state the position of the competition. Step 3: You have to state your own position. Let's go through the steps—To Getting Your Uniqueness Recognised Step 1: Get the word out This means a uniqueness can't just sit around. It has to be repeated in some form or the other, ov