In the current day, the chances of your business being one-of-a-kind is quite small. With competition left, right and centre it can be hard to attract the attention of consumers. This is where you should focus on your Unique Selling Proposition (USP).
Your USP highlights what makes your business different – what you have and offer that others don’t. Having a clear idea of your USP won’t just help you with identifying core characteristics of your business, but can also play a major role in advertising and promoting.
Coming up with your USP can be tricky. To give you a hand we’ve got some ideas to get those creative gears turning:
Idea 1: Identify Your Business Pros and Cons
By knowing and understanding both the pros and cons of your business you’ll have a clearer idea of what area you excel in. As Gary Vaynerchuck said “…the faster you recognise your weaknesses, the faster you can hand it off and focus on your strengths.” Whether it be customer service or great product quality, these are ideal starting platforms to create a USP. In some situations, a seemingly negative point can also be turned on it’s head.
For example, Hertz advertises themselves as being the number one car rental company. In retaliation their competitor, Avis, came out with the USP of “We’re number two. We try harder.” They embraced the fact they weren’t ranked number one and creatively used their positioning for their benefit.
Idea 2: Focus On Customer Demands
In running a business, one of the main goals is to keep customers happy. Quite often companies will push limits, aiming to achieve customer satisfaction. In doing so, what they may not realise is that they create a unique feature for themselves which can then become a USP.
The courier company, FedEx, saw the want for faster delivery times and worked to meet the demand. From this stemmed: “When it absolutely, positively has to get there overnight.” It’s a clear message and pushes their brand closer to customers’ top-of-mind recall for quick deliveries.
Idea 3: The Competition
Make sure you know what your competition is up to. Have a look at what their positioning is and keep it in mind when you create yours. It would be counter-productive if you end up with something similar as consumers may get confused between you. You can also see if they are doing something wrong, such as not focusing on a benefit that consumers may value more.
Spread the Word!
Once you’ve figured out your unique selling proposition – send it out into the world. For this tactic to work consumers need to see it. Whether you feature it in advertisements, on your website or as part of your content marketing just don’t keep it to yourself. Your business’ uniqueness is something it should pride itself on, after all it is what differentiates you from every other business out there.
- Dominoes – Pizza delivered in 30 minutes or it’s free.
- M&Ms – The milk chocolate melts in your mouth, not in your hand.
- Target – Expect more, pay less.
- Zappos – A return policy that removes the fear of buying online and buying shoes that might not fit.
Do you have a great USP and need help integrating it into your business? Contact the Arcitech Team today to see how we can help!