So, you’ve thought about your business, picked your niche, and now you’re ready to get started. Before you do anything else, try the following; go to Google and type in the keywords that apply to your business. Unless you are selling or promoting something really unique and different, chances are, you’re going to find quite a few hits for your search. Think about it, these are all people you’re going to be competing with. The key to succeeding in your business is having a USP – a unique selling point. You need a USP in order to set you apart from all those other business you are competing with. At the end of the day, it’s why your customers will choose you over the other guys.
Yes, there are a host of other factors to consider when you go into business – marketing, service, prices, and a good dose of luck. But a well thought out USP will help put you on another level in relation to your competitors – it will be the tool you can use to base everything else in your business around.
Ok, now you know why you need to have a USP, however, you still have to go through the hard task of coming up with an effective one – this is no easy task! It may take days or even weeks, but once you figure it out, it’ll definately be worth it!
So where do you start? Well, start off thinking about what you do best. For example, if you’re not really a people person, then great customer service probably shouldn’t be the basis of your USP. While your USP doesn’t have to be based solely around your strengths, you’ll only benefit if it is.
Perhaps a bigger issue to consider when coming up with your USP is what your customers actually need. Providing a special service is great, but not if there are already many other companies that provide similar services (hence the “unique” in USP!). It’s also not going to be helpful if no one really wants or needs the special service you offer.
Many people can get frustrated coming up with a special touch to promote their business. Just remember that it doesn’t need to be crazy or elaborate. It can be simple, almost obvious – but it must be different.
If you’re having trouble, try being a customer for a competing business and make a note of your experience with them. Look at what´s good about their business or service and identify what needs improvement. Now you need to focus on what needs improving and try promoting yourself by being able to fill the void they leave – do what they can’t. You see it all the time on commercials, when companies say they’re “softer than the leading brand” or “tastes the same with less sugar”. Stand out by making their flaws your USP.
A USP is a great way to reel in customers and keep them loyal, but there’s no way to reel them in if you can’t get a bite. Its time for a marketing campaign based around your USP. Don’t just use it as a line at the end of your commercial or at the bottom of your sales letter, find a unique advertising campaign based around your specific USP. That way, your advertisements will not only get your name out there, they’ll also let people know exactly why they should choose you.