When devising a marketing plan or strategy, as a small business owner, you are encouraged to come up with a USP. Also known as Unique Selling Point.
Traditionally, this is considered by many marketing professionals to be the thing about your business, your products or your services to be completely unique, that makes you stand out from the competition.
Well in today’s competitive times, where small businesses are becoming more adaptive, so that as soon as you develop your USP, other businesses can easily adapt to adopt it as well. It is really getting harder and harder to become totally UNIQUE.
Some businesses say – “We have the best customer service” – but isn’t that what every business says? Some businesses say – “We have the lowest prices” – but what happens if your competitor lowers prices? And some businesses say – “We know we are good at what we do, but what makes us really unique?”
So what is the solution? – you may ask. The only solution is to really delve into why you are different. You must find your –
Unique Selling Point
This is the clearest solution to come up with in this current business age. Ask yourself:
- How is my business different?
- How do we stick out?
- How are we really not like the other ones?
Every business is a bit different in one way, and just a bit different in another way. So how do you find out what your Unique Selling Point is?
You make a list, and write down all your business strengths, every one you can think of. Then you pick the one you are most proud of, and you make that your Unique Selling Point.
It should be incorporated in your branding, your marketing, your business plan, your customer service strategy, so that when your clients are asked about your business, they immediately think of your Unique Selling Point.
Put your USP on your leaflets, your website, your letterhead, mention it in interviews, in press releases, and in advertising.
I had one client ask me – “Our Unique Selling Point is that we have the best customer service, and our clients are delighted”. Then they asked, “But doesn’t every business say they have the best customer service? How can we be unique with that?”
I say – “Add you”, your competitor’s business doesn’t have YOU”. Take your CUSTOMER SERVICE, add YOU, and run with that –
- Set up a company blog, where yourself AND/ OR your staff can blog articles
- Add your staffs photos and bio to your website, also add staff social media network links.
- Add your testimonials to your website, but not NORMAL testimonials. Interview your clients… Get them to answer 3 questions about your business service or product. Otherwise if you ask for a testimonial they may freeze up and not know what to say. Or it could sound “generic”.
Do you get the general idea? Every business may not be unique, but there is definitely a way you can be Unique.
How is your business special?