SmallBusinessNewz

If you study marketing at all, it doesn’t take long to discover you need a way to differentiate yourself from the competition. In marketing speak this is called your USP or Unique Selling Proposition. It’s the one or more
things about your business, services, products or the results you provide that is different, or better, than what the other guy is offering.

Having a compelling USP is critical to your small business success. Because, as I always like to say, if you don’t give people a good reason to do business with you instead of your competition, they probably won’t.

The thing, most people really struggle when it comes to finding their USP.And it shouldn’t be that hard. Because, unless you own a franchise and rely on set systems and marketing, you should be able to find any number of ways to differentiate your business.

Sometimes the difference is obvious.Perhaps you offer a product or services no one else has. Or a package that is only available from you. Maybe you donate part of your proceeds to charity. Hold cool events. Or use green materials or processes in your manufacturing. It could even come down to things like hours, availability, parking or special offers.

However, while any of those things have the makings of a terrific Unique Selling Proposition, it’s only going to be effective and compelling if no one else is already promoting the exact same thing.

This means you must do a competitive analysis before staking your claim on a USP. Otherwise you have no idea if what you’re promoting is actually unique. And I can tell you that 9 times out of 10, saying you have great customer service isn’t enough.

If you can’t come up with anything you do or offer that is different from the competition, don’t despair. You can create a killer USP out of thin air simply by marketing with personality.

Think about it.Most small business marketing is boring, academic sounding and very forgettable. It’s rare you run across something that truly grabs your attention and sticks in your mind.

Luckily, you have an ace in the hole when it comes to creating your USP.You’re a human being, and so by nature you’re a unique individual. You’ve got your own style, vocabulary, sense of humor etc. All you have to
do is let that shine through and your business will automatically stand out from the crowd.

So don’t be afraid to show your personality, be controversial, do something crazy or silly, use slang, use cartoons, and have a little fun. While some people may not like it, others will love it! Either way, it’s a heckuva lot better than being forgettable or having people not even notice your business or care.

What’s your USP?

How do you differentiate yourself from the competition?

What do you find has really resonated with your target market?

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