Do you have a USP within your business? And if so, are do your customers aware of it?
Having a unique selling point or unique selling proposition (USP) is what makes you different and what allows you to stand out in a crowded marketing place.
However, it can be very difficult to define what your USP is, particularly as a business owner – you can become ‘too close’ to your product or service to be able to take a step back and see what your customer or client sees.
One of key marketing fundamentals of the ActionCoach programme is to work with businesses to define and communicate what their unique selling point / proposition is.
Unique Selling Point definition
Definition: The factor or consideration presented by a seller as the reason that one product or service is different from and better than that of the competition
Basically, it is what makes you stand out in a crowded market place and the reason people buy FROM YOU!
A USP is vital for your marketing. It allows you to gain clarity on your messaging to your audience and means that you are not competing on price. We don’t want to be in a a position of competing on price especially with those businesses who offer a similar product or service. It is about pin-pointing what makes you unique to give you the competitive advantage.
How to find your USP
It is about taking a step back and putting yourself in your customers shoes and asking these questions:
Why do they buy from me rather than XZY?
Are your customers buying based on the convenience of your product or because it does something different or offers a different result to others? Is it because of the service they receive and therefore your team are part of your USP.
What does our product / Service offer that XYZ doesn’t?
You might need to dig deep for this one and get creative. If you are able to, experience your competitors products / services to identify what sets your product and service apart from theirs.
It could be that you own a restaurant and your USP is the children’s menu, however, most restaurants offer a children’s menu so what makes you different? Is it the fact that you provide children’s bibs, activity worksheets or something more hands on than just colouring?
What is it that customers REALLY want?
Immerse yourself in your customer experience and journey. Take time to understand what your customers really want when they come to you and match your service to that need.
What are their buying behaviours and patterns?
Understand how and when they buy your product / service. What is the lead in time from enquiry to purchase? Are there frequent recurring questions which would allow you to develop part of the service?
Take time to understand what motivates them into buying or even visiting your business.
You may need to break your audiences down into the different demographics to identify the varying patterns between segments.
Once you have asked as many questions about your business, product or service, and you have answered as honestly and objectively as you can ( you will need to clear your thoughts of any preconceived thoughts and ideas about your products!) look at your marketing messaging and communications to see if and how your USP is being conveyed.
It is likely that you aren’t using your USP within your messaging so you will need to re-position your marketing communications to highlight what sets you apart from anyone else.
Be sure to get your team involved and ask your customers why they choose your business or use your product / service. Be open to honesty and remember not to take anything personally – you are defining what makes your business unique!
Call us today to book in a free session to discuss your USP
