How to break Satan’s spine

In this case the Satan’s spine is a thing. An entity or a mindset that is a substitute for your thing. 

Look at it this way, whatever your potential buyers are doing instead of doing you … Not that way you gutter brain, but whatever they’re buying instead of buying from you that is a Satan’s spine.

Here’s what you need to do to break that spine:

Find your PODs (points of differentiation)

The competition is there so you look better. You should love competition. 

First thing, look at feature specific POD

Next up, process specific POD

Then the benefit specific POD

Have a good look around

Check out what your competitors are offering to make sure you really do have a POD

Understand your industry, REALLY understand it;  Insider jokes, annoyances, the whole shebang

What do you need to do with this?

Once you have that information, and once you have your POD ready, once you know what your POD is, you are going to do a comparison, an US versus THEM comparison in everything you do.

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