First, Best or Only

For lead generation to be successful, a competitive advantage needs to be presented.  The target market needs to be told why its better to respond to the marketing than not to respond. 

Three primary opportunities can give you an advantage in the market:

1.  First
Position your company or product as being “first”.  You can be the first company to offer something or do something.  Your product can be the first product to get a certain benefit.  There are lots of ways to be first.  Sometimes an innovation is first on a global scale or in the United States.  There is a patent that is granted protecting the rights of the innovator.  However, you don’t have to be first in the world with a product or service.  A local business can be first as well.  You can be first in a market place.  Someone had to be the first McDonald’s location in California.  Someone had to be the first lazer eye surgery operation in Los Angeles.  A printer can be the first printer in the region with an innovative on-demand printing process. 

2.  Best
Position your company or product as being the “best” in your market.  This is a commonly used strategy.  Cingular Wireless offers “the fewest dropped calls.”  BMW is the “ultimate driving machine.” John Deere said, “Nothing runs like a Deere.”  A local business can also be best.  It can be the best to provide a product or service within a defined marketing area.  A bar can advertise itself as providing the best night life in the area.  A restaurant can offer the best food in the city. 

3.  Only
Only means you are the only company offering what you are offering.  This is a literal statement.  It’s not like the Yellow Pages where everyone says, “We are number 1”.  You have to be the only company selling this product offering.  Being the only one with the offering can mean you win. Seven Up is the “Uncola.”  Once again, being the only one doesn’t have to mean being the only one in the world.  It means being the only one to your target market.  A local business can tell its market it’s the only one in the area to offer something. 

The most critical part of “First, Best or Only” is someone other than yourself saying you are the first, best or only.  Go through the Yellow Pages and look at several ads of businesses who say they are number one or they are the best at something.  How can so many businesses be top supplier?  A review of your product or service by someone who’s credible is one way to get the message across.  If the Robb Report lists a product or service it’s largely accepted as being on the best in the world.  The Zagat Survey lists the top hotels, restaurants and nightclubs.  The New York Times Best Seller’s list lists the top-selling books.

Find someone who says you are the first, best or only and then tell everyone they said it.