If you take a good look at any business that has been successful in the last couple of years. There is a very strong possibility that you will see a clear Unique Selling Point or USP.
Your Unique Selling Point is essential to building your business and continuing growth. That’s why we’ve put together some ways you can work on your USP and help draw even more customers to your business.
So much more than just a way of selling your business, your USP needs to be part of your company’s culture, the foundation even.
What on earth is a USP?
It’s the thing that sets you apart from your competitors. It gives your business it’s edge in the mind of your clients and potential clients and makes you stand out.
If you break it down; unique means that no one else does it yet. Selling point means the reason your clients spend their money on you or your service. These aren’t just gimmicks, they’re the reason to buy from you.
If you’re a marketing automation company that offers a full brand review with every sign-up, that’s a USP.
What isn’t a USP is price. Don’t get sucked into the belief that being the cheapest is a USP, neither being the cheapest or the best is unique. Most businesses think they offer the best service for the most competitive price. Equally, for most of them, it isn’t true.
With a strong enough USP, your pricing will be worth it- no need to try and offer bargains if your service is worth so much more!
Developing a strong USP ensures your customers focus less on price.
If you can develop a strong and genuine USP, the prices you charge become secondary to the service you provide. Clients will pick your business because of the USP and will be willing to pay the extra for it. These are the types of clients you want to attract, those that choose you for price will always be looking for a cheaper deal elsewhere.
Many companies develop or build their company around a USP. If you’ve been trading for a while and still aren’t sure what yours is – speak to your clients, their reasons for using you may not be what you expect.
Reach out to your clients and ask them why they chose you and keep track of the answers. You’ll probably start to see a trend appear in their answers, that’s your USP.
It’s absolutely vital to identify your true USP, the one that exists in the minds of your clients. You may set out to have the best quality service within your industry, but if your clients actually choose you because you have friendly, knowledgeable staff then that’s your USP.
Helping focus your marketing efforts.
Knowing your USP and having it tried and tested with your clients suddenly makes marketing your business a lot easier. Sticking to your USP and avoiding anything that deviates from it builds consistency and integrity for your brand.
Take Krispy Kreme for example, their USP is that their donuts are baked fresh in store throughout the day, guaranteeing the best customer experience. They even went so far as integrating a unique sign that illuminated when the ovens were on, notifying customers that hot, fresh donuts were imminent.
When Krispy Kreme then started allowing cold, off-site baked donuts to be sold in supermarkets to gain an extra revenue stream, they damaged the brand integrity and lost touch with their client base which nearly cost them their business.
Keep it simple.
The best USPs are simple and easy to maintain. This also helps to keep your business easy to market, because the reason to work with you and your company message is clear.
Without a USP, you may find marketing your company and services a struggle. When such a simple concept can make it far easier to generate new business and boost your success, you’d be crazy not to!
Published: 1st February 2021