What makes your business unique?
It’s a busy World. How are you different from the competition?
We live in a 140-character World.
You’re competing for eyeballs on your content. We all are.
You’re not just competing with your competition anymore. Oh no, you are competing with funny cat videos, status updates, funny Tweets, Instagram photos, Vine videos, what the Kardashians ate for lunch, etc. It is getting more and more difficult to be heard online. You need to differentiate or die.
What is a USP?
USP stands for Unique Selling Proposition. It’s what makes your business unique from the competition. It’s why people should do business with you and not your competition. It is not “great customer service”, that is a “me too” attitude. It is that distinct, appealing idea that sets your business apart from everyone else in your industry.
And the one question that MUST be answered BEFORE marketing your business is….
Why should people do business with your company?
This is the one question you must answer BEFORE you even think about marketing your business. Most businesses overlook this, please do not ignore this step. This is the foundation of your marketing and should be included on ALL your marketing material (website, fliers, advertisements, mailers, etc.)
Your staff needs to be trained on how to answer this question as well.
The Importance of a USP
A USP is an essential part of your marketing, but not talked about as much nowadays. Although, I feel it is more important today, because of all the noise. It is extremely important and every business needs a clear, well-defined USP. This should be the foundation of all your marketing and it is our first pillar in our Elite 360º Marketing System.
I went to Yellowpages.com and typed in “Las Vegas Dentists”
As you can see, there are 1,878 dentists listed on Yellow Pages. I think that number is high (I hope), but it just proves my point even more.
1,878 dentists in Las Vegas?
That is a ton of competition and how does the consumer select a dentist with all those choices? You only have 10 seconds to grab someone’s attention when they land on your website. Having a strong, clear USP will separate you from the competition and will increase your bottom line.
What Problem Does Your Business Solve?
What problem does your product/service solve?
Sell the result, not the product/service.
People don’t go to a plastic surgeon for the surgery, they go for the increased self-esteem/worth from the result of the surgery. Increased self-esteem/worth is something people will pay a lot of money for.
Another great example: People don’t buy a drill, they buy a hole
Defining Your USP
Here is an exercise that Jay Abraham posted on Google+ on how to identify your USP;
Also, reach out to your current customers/clients and ask why they selected to do business with you. This is a great opportunity to find out why they chose your business and they most likely will be happy to help you out.
This is an excellent guide: Finding Your Unique Selling Proposition
Examples of Effective USPs
Domino’s: “You get fresh, hot pizza delivered to your door in 30 minutes or less — or it’s free.”
Walmart: “We Always Sell For Less”
FedEx: “When it Absolutely, Positively has to be there overnight”
Do the exercise above and come up with a clear USP and separate your business from the competition. Once you have a USP, put this on your website, all your marketing materials, social media channels and have your staff trained on what to say. Training your staff is very important and it’s a step that should not be overlooked.
If you implement what I have outlined in this blog post, you can expect an increase in revenue and it’s a great chance to differentiate your business from the competition.
So be bold, be different, but don’t be like this guy…