1.
Pick ONE
How To Create Your Uniqueness

2.
How much would you pay for a 1GB flash drive?

3.
How much would you pay for a 1GB flash drive?
$79
$15
$5

4.
$79
$19

5.
What’s Your Question?

6.
The Goal of Uniqueness

7.
The Brands We Know So Well

8.
Subway: 6 Grams of Fat

9.
Domino’s: 30 Minutes—Or It’s Free!

10.
Timberland: 100% Waterproof

11.
FedEx: Overnight Delivery
When It Absolutely, Positively Has To Be There Overnight!

12.
Volvo: Safety

13.
But These Are OVERUSED Examples

14.
Small Budgets. Atom-Sized Companies

15.
How Do We Get To ‘Why’?

16.
WHY for a yoga class

17.
WHY for a book you’ve written

18.
WHY for a brand new service

19.
Getting To Uniqueness

20.
Housekeeping
1. Duration of Presentation
2. Get Light Refreshments
3. Have a Paper/Pen Handy

21.
Agenda
1. The Search for Uniqueness
2. Simple System
3. Common Mistakes

22.
The Search

23.
The Search
1. Features | Feedback | Playing Emperor
2. Why Playing Emperor Is Very Effective
3. How Successful Brands Play Emperor

24.
Features | Feedback | Playing Emperor

25.
Yoga Class
Features
Feedback
Play Emperor

26.
Yoga Class Features
1) Clean Yoga Mats
2) Expert Teacher
3) Clean Bathrooms
4) Convenient Location
5) Simple Instruction

27.
Yoga Class Feedback
1) Good Parking
2) No Supermodels
3) Reasonable Pricing
4) Friendly Teacher
5) Simple Instruction

28.
Yoga Class Play Emperor
1) Small Group
2) Organic Carrot Juice
3) Following Moon Phases
4) Injury-Free
5) Yoga Homework

29.
Yoga Class
Features Feedback Play Emperor
Clean Yoga Mats Good Parking Small Group
Expert Teacher No Supermodels Organic Carrot Juice
Clean Bathrooms Reasonable Pricing Following Moon Phases
Convenient Location Friendly Teacher Injury-Free
Simple Instruction Simple Instruction Yoga Homework

30.
Yoga Class
Features Feedback Play Emperor
Clean Yoga Mats Good Parking Small Group
Expert Teacher No Supermodels Organic Carrot Juice
Clean Bathrooms Reasonable Pricing Following Moon Phases
Convenient Location Friendly Teacher Injury-Free
Simple Instruction Simple Instruction Yoga Homework

31.
Playing Emperor

32.
Why It’s Effective!

33.
Brands Playing Emperor

34.
Domino’s: 30 Minutes—Or It’s Free!
NZ Cheese Thick Crust
Sexy Delivery
30 Minute Delivery
Chocolate Sauce

35.
Timberland: 100% Waterproof
Hand-Stitched
Colour Choice
20% Harder Soles
Warmest Shoes
100% Waterproof

36.
FedEx: Overnight Delivery
When It Absolutely, Positively Has To Be There Overnight!
Overnight
Sheep
Oversized Packages
Cheapest
Precious Items

37.
Volvo: Safety
Safest Family Sized
Mileage
Cheapest
Fastest

38.
Yoga: Injury-Free
Injury-Free
Homework
Following Moon Phases
Organic Carrot Juice
Small Group

39.
Copywriting Service
Specialise in Wine Co’s.
10-Day Turnaround SEO Copy
High-Emotion Copy
35 Years Experience

40.
Subway: Uniqueness Thrust On Them

41.
Play Emperor | Pick ONE

42.
Summary
1. Features | Feedback | Playing Emperor
2. Why Playing Emperor Is Very Effective
3. How Successful Brands Play Emperor

43.
NEXT
Steps To Uniqueness

44.
twitter | facebook @seandsouza