A powerful way to set yourself apart in the market is to develop a Unique Mechanism. This is something that is uniquely yours and is something your competitors can’t rip off. It’s a great way to establish your “Definitive Selling Proposition”.
Family TLC has done a great job of developing Unique Mechanisms. In the Counselling field, there are strict rules that limit them from using a lot of the marketing levers non-regulated businesses take for granted. For example, Counsellors are not allowed to use testimonials, compare themselves to other Counsellors, or make claims about results. It’s marketing with one hand tied behind their back.
However, by creatively developing a unique mechanism, they have a powerful way to set themselves apart.
Family TLC has created two Unique Mechanisms:
- The Family TLC Method.
- Family TLC’s 7-Step Guarantee.
It allows Family TLC to differentiate themselves from all the other Counsellors in ways that matter to those seeking the help of a Counsellor. (For bonus points, a Unique Mechanism can be Trademarked to make it even more of a stand out)
Here at GravityStack, we’ve created “Gravity Score“, a proprietary algorithm that predicts how much Gravity (marketing force) you have and the steps you need to take to increase that Gravity. It’s been a game changer for us. No other company in the digital marketing space has anything like it (and it’s trademarked!). In fact, we renamed and reoriented our whole business around it!
It can take some noodling to figure out a good Unique Mechanism for your business but it’s well worth the effort.