U.S.P. Wtf is that? I’ll tell you: It’s your Unique Selling Point and it’s hella important.
U – Unique
S – Selling
P – Point
It sounds big and scary, but it’s actually quite simple. It’s what makes you you, and what makes your company different from your competition. It’s what sets you apart.
We’ve all been in the car listening to the radio when we hear an onslaught of commercials come on. They’re all saying “Best prices! Great Customer Service! Been in business for X amount of years”. Blah blah blah blah – but doesn’t everyone tote that shit around now a days? Customer service? You’re expected to do that. Best prices? You better believe that’s a given. Longevity? Cool, but it’s been overdone and oldest doesn’t mean the best. These three things (and more) are expected of a business now a days. It doesn’t make you more special than the next, so you will need to delve deeper.
So let’s actually think about it. What is your USP? What ACTUALLY makes you better or different than your competition? It’s not always easy to find, but it’s there if you search hard enough.
Here’s a Jumping Point
Start with your products. Is there anything there that jumps out as different? Is it the materials that you use? Is it that you design everything yourself before putting it together? Is your process different than others? Do you give back to a certain community? Some examples could easily be: Being eco-friendly, machine washable, flame retardant or donating to a charity close to your heart etc.
Can’t find anything product related? Well that’s a whole new problem you have to tackle another day (and holy shit you should)… but look at your company as a whole. Do you interact with your audience differently? Handle customers a specific way? Your USP could simply be “We get back to you within an hour”. It niches down the “Great customer service” to something more tangible that people can cling onto. Maybe it’s the fact that you come with a no nonsense attitude and swear a bunch *wink*.
It all boils down to needing to find a way to show your target audience why they should buy from you instead of someone else. Once you find it, harp the living shit out of it. You may know it like the back of your hand, but your customers may not. Market that and make it a part of your branding and scream it to the whole world.
This post was originally published by Chantal Miyagishima of No Shit Biz Tips on January 25, 2018. It has been reposted here with permission.