Why Your Business?
Communicate Your Unique Selling Proposition (USP)
Every business experiences competition. And every day some other business is trying to take your existing customers and develop as many new customers as they can. We must all be sharper than ever in the ways that we try to obtain potential new customers. A very vital part of this process is determining and promoting your company’s unique selling proposition.
This concept of the USP is vital to your communication with your existing customers as well as prospects. Determining your unique selling proposition may seem easy or obvious, but you have to examine what you think it is with a truly objective approach. Here is an exercise: write down what you think is unique about your business. Why is it different than the competition in your market and why should people come to your business over all of the other choices?
Now that you have your thoughts on this, boil it down to a unique selling proposition. Something along the lines of: “At Sally’s Salon, you will not only find all of the services that you expect, but we have the best possible formula for your hair’s good health, and we offer more comprehensive styles than any other salon.” Now take a few minutes and Google your competitors. What are they saying about themselves and their services? You will probably find that your USP is not that unique at all. In fact, your competitors may be very similar in the manner in which they present themselves to the public. This should prompt you to dig deeper and to think more creatively about it.
Your goal is to develop a unique selling proposition that is truly unique, and it should be easily expressible in the advertising message that you send to your potential customers.
Look deeper to find a better answer.
Does your business have the lowest price points for certain services? What do you offer that no other business does? If you offer the same products or services, what is different about the way you sell the items? Free home delivery? Lifetime warranty? Dig into your processes and develop that concept of uniqueness. Quite possibly the uniqueness comes from a combination of two or three things that you offer. For example, Planet Fitness has to compete against other $10 per month health clubs. But their competitors do not have the level of equipment, the service commitment, and the membership options, such as no-contract memberships, that Planet Fitness offers. Planet Fitness is a national brand, but they developed their USP when they only had four New Hampshire gyms, not over 1000 nationally franchised locations.
Improve your USP to make it as clear and concise as possible. Then tell anyone who will listen why they should do business with you!