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Whose favourite are you?

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What do the following have in common?
 
  • Crisps
  • Movies
  • Sexual positions
  • Shoes
  • Cars

We all have a favourite one.

A one we will choose every single time we possibly can…without thinking.

And I fucking guarantee you your favourite isn’t the cheapest option on the market – well except maybe the sexual position.

  
Mint Choc Chip Ice Cream
So what makes your favourite anything, …your favourite?
 
I would put a million-pound bet on the fact that you like/prefer/LOVE the way you feel when you use them, compared to the other options on the market.
 
Now the hard question.
 
Think of your business…
 

Whose favourite are you?

 
For whom is your product/service the automatic choice?
 
…take your time…I will wait…
 
Here is the thing that makes this question so important
 
Unless you can answer the question from the viewpoint of your real customers – you are FUCKED!!.
 
Unless you are someone’s favourite business/product/service, then you are asking them to deliverately choose your service, by making a comparison, every single time you make them an offer, or do a promotion.
 
You are asking them to not just look at your offer but also your competitors offer, in order to make that decision in the first place.
 
The less time your someone takes to make a decision about opting into what you do the better.  Think about how much consideration time you take to decide on your favourite…almost none…right?
 
That is how you want people to choose what you do.  Instantaneously.
 
So, lets say, you have asked your customers and at least one of them has said that you ARE their favourite, here is the second difficult question…
 

Don't be a vitamin, be a painkiller.

Jay Acunzo, Podcaster, Showrunner, Person you should be following Tweet

What makes you their favourite?

 
If you say price…you are FUCKED!! (again)
 
Firstly, put a little more effort in, think a little harder.
 
Secondly, if you think you are someones favourite because of your price, you are just plain wrong.  In that case, it is the price that is the thing that is favourite, not your thing at that price.

Look back at your list, its not price that makes things your favourite, so why would it make you anyones favourite?

Our favourite things are to do with feelings, emotions and value, not the money we spend to obtain then…unless you are a very special kind of skinflint. 

AND…if you are choosing skinflints as your ideal customer, dont come running to me when they get rid of you because somebody new arrives in your market undercutting everyone.

Here is the bad news.
 

Unless you are someone's favourite, your business is in trouble..

 

You may not feel it now, but down the line, when a crunch decision has to be made about suppliers, unless you are someone’s favourite, you will get selected out. 

FACT.

 
The world is so supplied with options now its not what we buy, its from whom and without a significant reason (again NO NOT FUCKING PRICE) to choose you, they will choose someone else.
 
Do yourself a favour, remove all the thinking and comparing from the minds of your customers and find a way for you to become the instant, knee-jerk answer to the question “What is your favourite…X…”?
 
 

How to become someone's favourite

 

  1. Research how your products and services make your customers feel
  2. Evaluate whether that is how you want them to feel
  3. Lean ALL THE WAY IN and build your entire business around increasing the intensity of that feeling more of the time.

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Running a business is really bloody hard.

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