Unique Selling Position – Answering the Big Question

In most cases you do have competitors who offer similar services to yours. This means that the client and potential client have a choice when it comes to who they purchase from. In order to position your product or service successfully you will need to address the “What’s in it for me?” concern.

Introducing yourself should not be seen as a cold-call. Tell me, which would you prefer?

“Hi, my name is Shayne Lawrence and I’m a web designer. Do you know you need a website for your business to succeed?”

“Hi, I’m Shayne Lawrence.  I help take the confusion out of technology for business owners – I also work with them to find ways of promoting their business so they can grow and make more money!”

This is easily done by developing a USP, otherwise know as a “Unique Selling Position”. The USP identifies the most compelling product or service you offer and states its benefit in a way that lets the client answer the “What’s in it for me?”

When it comes to developing your USP, it’s important to know that it’s not enough to simply state that you are reliable, full service, or fairly priced. Let’s face it – everyone says that, and from a consumer standpoint it’s fair to expect those from any product or service provider you are willing to purchase from so this doesn’t differentiate you from anyone.

An effective USP must show your target audience how you can solve their problem.

IDEA GUIDE FOR ESTABLISHING SUCCESSFUL USP

• What do you do differently than your competitors?
• Which of these things is more important to your clients?
• Which of these, is not easily duplicated by your competitors?
• Which of these is easy to communicate clearly?

By answering these questions, you will be able to narrow down the most important or tangible benefits of doing business with you.

Remember: Your USP needs to be brief so it is advisable that you narrow down to one or two benefits to focus on.

Create a description of what you do in casual language, (not ‘Marketese’) this will be the most effective way of getting the attention of your potential client. Everyone is an expert at something, but not everyone is an expert at everything. Making a potential client aware of how your expertise can meet their need is the key to promoting your business in a fruitful manner.

By crafting a USP that lets your target market know how you can help them, and by listening to their concerns, chances are your initial meeting will be a more fruitful than if you were to actively attempt sell them something on the spot.

You need to allow that person to realize you have a skill that you can offer to them, and in a way that no one else can before they will be able to answer the “What’s in it for me?”

Once you have developed your USP test it out!  If you have a few in mind, test them all out and see which ones get the best response – it may turn out that you have a few that you use in varying situations. Talk with other business owners that you communicate with regularly and get their feedback. Mastermind groups are an excellent place to test your USP because they are generally made up of a variety of people who can consider it from differing points of view. Having the feedback of your fellow business owners can be invaluable to you as you build and test.

For more information on how we can help you take your business to the next level with strong messaging,  effective online marketing, and the development of consistent branding and print pieces please visit us at www.catchthis.ca