Using your unique selling point to help your business stand out from the crowd
Getting your unique selling point (USP) just right is essential as it’s the one thing that will make your business stand out from your competitors and tells your customers what is extraordinary about what you do.
These days consumers are inundated with marketing messages and as a result it can be difficult to re-evaluate services or products every time they need to buy something. Grouping products or services and then positioning them accordingly; for example the most reliable make of car, the most luxurious make of car and the make of car which offers the best value.
Your USP begins with your target market
In order to develop a strong USP you need to know as much as possible about your target audience. What makes them spend money in the market in which you operate and what does your market offer them? Or you could look at it another way by thinking about whether trust, expertise or value are important to them. Consulting your customers or colleagues will help you identify the reasons why they might use your service or buy your products.
Armed with this information it should be possible to pick out a couple of areas that you feel your business is particularly strong in. When you’ve done this you should look at your competitors and see which of your target consumer’s needs they are meeting and then evaluate how well they are doing this. If one of your competitors has already positioned themselves within your target market it doesn’t mean you can’t enter that market too – provided you can do it better.
Once you’ve identified your USPs you will need to convey them and one of the best ways to do this is with a strong statement. Talk to a small group of your customers as their feedback will help you choose how to select the best positioning statement.
The importance of communication
The USP you choose should not only drive the growth of your business, it should also have a strong influence upon your marketing strategy – whether it’s within your website, logo or an advertising campaign.
Whilst constantly changing your USP is never a good idea, it does pay to keep pace with changing trends or what your competitors might be doing. Regular reviews are important and you should continue to monitor whether you can deliver what you’re promising and whether it’s clear who you’re targeting.
