Marketing today can certainly be a challenge. Prospects are being bombarded with offers. E-mails, direct mail, billboards, text marketing, social media…the list is endless. It seems that you can’t even drive to lunch without seeing at least one of those “sign-guys” on the street corner bouncing around. So how do you allow your small business to standout?
By communicating your unique selling proposition (USP) in a clever way within seconds. There’s something unique about every business. If there truly isn’t then the business probably shouldn’t be in business. Here are a few things to think about when determining your best USP:
- Look through the eyes of the customer. As with most rules of branding, if your prospect doesn’t see it as “unique” then it just isn’t unique… no matter how much you try to convince yourself otherwise.
- What problem do you want to solve? Marketing today has gone way beyond features and benefits. People don’t buy products and services. They buy solutions to their problems.
- Is the problem big enough? Even if your solution is unique if customers don’t see the problem as worth solving, especially at your price point, than you as the business is the one with the bigger problem.
Even if it’s something slight, there is always a differentiator. What is the unique aspect of your business that acts as a differentiator and how do you communicate it?