In this age of constant connectivity, people are exposed to a more dazzling deluge of advertising than ever. With every business doing its best to attract customers, eye-catching advertisements alone are not enough to ensure the customer picks you, what’s needed is something to set your business apart from the rest. That extra special something you can offer your customers that your competition can’t: your unique selling point (“USP”).

Here’s how to identify exactly what yours is, and use it effectively to kick the competition.

What do your customers need it to be?

Do they need to save time? Do it all online? Speedy service?

You need to know exactly who your target market is and understand what their priorities are and what they need and want and then use this as a guide to set you apart.

What can you offer?

Every business meets certain basic needs of their customers, but look a little deeper and see what it is that you can do better or differently. Compare yourself against your competitors, know what they do well, what they don’t do well, what you can do that they can't or will struggle to do.

As Coco Chanel famously said: “In order to be irreplaceable, one must always be different.”

When you find a match between what your customers need and what you do differently, voila - you have your USP.

Make it clear

This is the reason customers must think of you first when choosing a supplier or service provider, so it needs to be communicated loud and clear. Fit it into your logo, make it your tagline and keep it top of mind. Make sure everyone in your team knows what your USP is and they live up to it.

Keep it current

While consistency is key to ensuring that customers identify you by your USP, it needs to be up to date to give you the competitive edge. Keep in touch with trends in your industry and tweak your USP to stay ahead of the pack. Always tracking yourself against what is already out there.

The BIG No No

Price is not an advisable or sustainable USP as this is something that anyone could steal away from you at the drop of a hat and will not attract loyal customers.

If you are interested in discovering and leveraging your organisation's USP get in touch with me today:
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