3 Steps to get your business to stand out from the crowd
If you set your business apart from the crowd, everything you do will be easier. Many marketers say that having a well defined Unique Selling Proposition (USP) is just as important as the product or service itself.
The Unique Selling Proposition is all about differentiation, its what helps your Brand stand out in a busy market. You can't be all things to all people so the ‘unique’ part is about standing for something specific. This not only sets your business apart but it helps to build your value proposition so you aren’t always having to compete on price.
Does that all sound a bit confusing?? Let us put it like this….
"Why would I buy from you instead of your competitors?"
If you’ve never sat down and created a USP for your brand or if its been a while since you’ve reviewed the one you’ve got, read on and we’ll take you through a quick 3 step process.
As Seth Godin says, "People don’t buy goods and services. They buy relations, stories and magic". So let's start with....
Question #1: What is your why?
As in, what’s your passion, what do you love and why are you here running this business baby of yours?
To give you an example, we have a shared passion to help small business owners gain clarity and propel their business forward. Its sets us alight when we help our clients turn their goals into actionable steps, that's our #1 passion - it's why we do what we do.
Question #2: What problem are you solving for your ideal customer &/or what pleasure are you giving?
We are like a ‘freak’n dog with a bone’ over customer profiling so it won’t come as any surprise that we want you to understand your target market, intimately… As in, you can't know enough about them. You need to know how your product or service meets their needs and why they are going to choose your Brand.
Take this example from 'Business Casual Copywriting’, as the name says - they are copywriters.
"No matter what the angle, I’ll help you find the words to turn skeptics into advocates and prospects into paying customers". - Brief, simple and to the point - LOVE it.
Question #3: What are you great at?
When you are a small business, you don't want to compete on product or service quality alone - you need to cut through the noise. This is the point where you need to consider your industry and competition in order to set yourself apart. We suggest you confidently play to your strengths and totally own it.
“Hey, I'm fantastic at 'x' because of my passion for 'x' and 'y'. So if you value 'x', you can get it right here!"
We love this example from TOMS Shoes. Their motto is 'Every Purchase has a Purpose' and the Unique Selling Proposition is;
"When you buy a pair of shoes from TOMS, we give a pair of shoes to a child in need"
Now its your turn, take your answers and put them into a statement. Get creative with your copy and really bring it to life to use words that will appeal to your ideal customer. Don't be bland, give it the X factor!