It’s no secret: One of the key factors, that determine your success, is your ability to stand out. The real question is how to make your business or website unique.
In marketing, we are refering to the USP, which stands for unique selling proposition.
If you never heard of this term before, you will be pleased to know that deciding on a USP is probably one of the most important steps you can make in your business career.
Humans are curious by nature. If your company stands out, potential customers will feel a desire to get to know your business. Instead of chasing customers, they will be drawn to your products or services.
One thing is for sure: If you don’t have an effective USP, you will most likely struggle to attract potential customers.
Therefore, your unqiue selling propsition can easily mean the difference between your success or failure.
What Is A Unique Selling Proposition?
First of all, the word selling is simply refering to your ability to market yourself differently than your competition. It’s not about selling a product or service, but rather how you present yourself and your business.
You don’t just want to be any company in a particular niche. You want to be remembered by your customers. Your unique selling proposition will help you achieve exactly that.
This topic is wildly discussed in the business world and there are even similiar concepts like the (UPB) which stands for Unique Perceived Benefit. Whatever concept you are familiar with, we can agree on one fact:
Differentiating yourself from the competition is always benefitial for your company, whether you are refering to business, marketing or products.
It will help you answer one of the most important questions:
Why should a potential customer buy from you instead of the competition?
Your USP will be that answer.
Marketing Is More Than Promotion.
One of the most important lessons regarding promotion you may ever learn is:
“Promotion can’t make up for a missing unique sales proposition.”
You wouldn’t want to promote an unfinished product, would you?
Especially, if several key aspects, that technically make your product special, are still missing.
Your USP is one of those key aspects. Your whole business strategy needs to be planned and executed by excelence. It is true that you are supposed to launch your business or product quick but always make sure to improve those essential elements of your business first, before you start a promotion campaign.
If your promotion doesn’t translate into the desired results, it is more than likely that your USP is either missing or contains flaws.
Being The Best Is Not Enough.
Let’s be honest: You could have an amazing product or superior service.
That alone is most likely not enough to make your business stand out.
In many industries, having a great product merely meets the requirement of that particular niche.
It may sound counterproductive, but it’s actually not about being the best in the first place.
The reason is simple:
As a startup, it’s almost impossible to bank on particluar products or quality alone.
The industry leaders will be much more superior and own a greater market share.
Instead, you need to focus on offering your service differently.
A well established competitor might have an amazing product, but it surely has some flaws somewhere. Since their customers are familiar with the product and especially with it’s flaws, you could analyze those and offer a targeted solution to potential customers.
That explains the importance of the USP again.
How To Find Your Unique Selling Proposition.
I think you are motivated enough to find your own USP now, so let’s cover some topics that will help you determine the best solution for you:
The Power Of Personality.
The approach of using your own personality to stand out is especially benefitial for small startup businesses, more specifically if you are the owner.
However, your company itself could also be seen as an entity with a personality.
Depending on your business type and niche, you will know which case applies to you.
Since there is only one you, whenever you incorporate your personality into aspects of your business, you will naturally stand out. Your personality should resonate with people though, otherwise it won’t be too effective.
Focus On A Smaller Target Audience.
There are a lot of advantages for targeting a smaller audience:
You can offer specific services to certain business types and increase your chances of landing new clients.
Thanks to the internet, more and more businesses find their way into the virtual world.
Even local companies need an online presentation these days.
You could target them specifically and use those new available niches to your advantage.
There are endless web design agencies out there but not many focus on a particular profession. As a web designer, you could specifically offer your services to a certain industry.
For example: Offer web design services to restaurants.
Think about it this way: Imagine you were a restaurant owner interested in a website.
Don’t you think you would be inclined to choose a professional that specifically focuses on the needs of such businesses?
Promoting your services will be much easier as well, since you know your potential clients and attract them by offering solutions that focus on their unique problems or needs.
There are so many ways to approach the unique selling proposition, that there are no clear wrong or right methods. It always depends on your situation and you should embrace the best features of your business and make it stand out.
Let your own vision guide you and don’t fear to be creative and different.
After all, this is what makes your business unique.