Whether for better or for worse, it’s likely that in today’s market you’re not the only one offering your product or service. Competition is at an all-time high, especially thanks to the speed and reach of the internet.
This isn’t said to be discouraging, and in most cases competition is good. So how do you break through and ensure your unique message is being heard and understood?
You’ll first need to determine your USP – unique selling proposition. Your USP is what makes your product or service unique. Used correctly, it differentiates your offer from the competition.
Developing your USP is probably easier said than done. You might have to get clever and do some hard thinking, or even some market research. Maybe you check out what your competitors are doing, or you talk with your customers and prospects.
While it’s easy for you to love your product or service and think it’s the best just because you know how much work you put into it, to honestly determine your USP, it’s best to get out of your own head and into the minds of your customers. What are their pain points and how does your business help ease or eliminate those? What do your customers really want or need, and how does that affect your offering? Be prepared that answers may not be what you think.
Your USP could revolve around price, quality, great customer service, specific experience, value, achievement, or something completely different. And your USP must be true, believable, and easily proven by your marketing materials.
At this point, you may want to consider utilizing professional marketing services. The professionals at 360 Marketing can guide you through the process and help you determine a USP that works for you.
Determining your USP may not be easy, but it will be the most important thing you do for your business. A strong USP will enable you to market successfully and establish a competitive advantage unique to your business.