Marketing is not just promoting your company, it’s about making your company “better than the rest.”
Don’t get caught up trying to make sales by simply focusing on promotion of your company. Take a step back and make sure your business is strategically communicating what makes you better than the rest.If your business is not positioned better than the rest, use marketing to determine a better business strategy.
One easy step is to be better than the rest, is to see if you have a Unique Selling Proposition. (USP)
A Unique Selling Proposition is defined by ("Unique Selling Proposition (USP) Definition - Entrepreneur Small Business Encyclopedia") as:
“The factor or consideration presented by a seller as the reason that one product or service is different from and better than that of the competition”
Your USP needs to be Specific and Real (Tangible). Some businesses will just settle for “What makes us unique is that we are Trustworthy…” Businesses may claim a lot, but where is the tangible proof? If your making claims, you better show some proof.
You don’t want to settle with a vague USP. You want the special sauce of your company to be something that people can taste!
A better way to use Trust as your USP is to create systems or behaviors that reflect the characteristics of Trust. For example, taking your customers security when it comes to payment information very seriously, and investing into security systems to make sure there is never a breach.
You can communicate that more specifically, and it is tangible for the customer. Boom!
Sounds good. Here’s the thing, maybe your customers don’t care about a trustworthy company. After all, customers going to McDonalds are more interested in filling their stomachs as fast and cheap as possible.
It is important to take your time in the process of defining your USP.
#1. List your strengths and weaknesses.
Make sure your USP makes sense for your company.Your company culture, mission, brand, and USP should be aligned.
#2. Evaluate your competitions USPs.
make sure you are not directly competing on the same USP as a close competitor.
#3. Walk in your customer’s shoes.
document the needs and desires that the customer has.
#4. Use data to check your assumptions.
Don’t settle on a hunch, your business depends on it.
#5. Lastly, find the sweet spot.
Position your business in a spot where the demand is high, supply is low, and where you have the strength to become the best in that area.
After you get your USP defined, make sure to build your Integrated Marketing Communication Plan (IMC Plan).
If you would like help creating your unique selling proposition, contact us and we will walk you through the process of developing your marketing plan.
"Unique Selling Proposition (USP) Definition - Entrepreneur Small Business Encyclopedia". Entrepreneur, 2018, https://www.entrepreneur.com/encyclopedia/unique-selling-proposition-usp. Accessed 12 Oct 2018.