When you run a business, you will, at some point, need to determine your unique selling proposition, usually known as your USP. Why do you need to know this? It’s all down to marketing. If you want your business to stand out and be different (especially if there is a lot of competition to think about), then you’ll need to know what it is that makes you unique, and let people know why they should come to you over and above anyone else. Your USP is what makes this happen, and it’s what your marketing should ideally be focusing on.
For some, it’s easy to work out exactly what it is that makes your business different from the next. For some, though, this can be extremely difficult. It should never be impossible, though, and if it is proving to be too challenging, then you need to change the way you do business. Here are some ways you can determine your USP and advertise it in the right way to the right people.
Features and Benefits
By far, the simplest way to start working out what your USP is is to write down all the features and benefits of the products and services you sell. What do they do? How do they help people? It might be that this is where your USP lies, so even if you think you are selling the same thing as someone else, you might be surprised to discover just how different it actually is once you really dig down into it.
Even if your features and benefits are exactly the same as a competitor’s, don’t let that be a negative thing. You still need to know what they are in order to sell, and it might just be that you don’t use them in your advertising if someone else already is.
What About You?
Next, you need to look at yourself. What is it about you that you bring to the business that makes it unique? Maybe it’s the way you know everyone by name or the way you send out birthday cards to customers. Perhaps it’s the way you have a list of useful contacts ready to give to people, such as mechanics, cab drivers, cleaners, or notaries. You can click here to get started on making your list if you think this could benefit your business.
Today’s customers are more considerate about how they spend their money, and they are sure to shop around before deciding where to make a purchase, something that is made even easier thanks to the internet. You need to make it as easy as possible for them to spend that money with you. One way to do this is to answer questions before they have even been asked; this can easily be your USP. Not only will you be able to show your knowledge about the product or service in great detail by pre-empting any questions that someone is going to ask, but you can also put your potential customers’ fears aside and make them trust you and feel comfortable buying from you.