Why Should A Prospect Choose You – Instead of the Competition?
When working with a new client, our first order of business is to conduct a marketing intake – that’s the foundation used for asking the right questions, digging deep to learn the business from varying angles to help them develop a marketing strategy that promotes growth. The first and most important question is “what makes your company unique?” This is such an important question, as every company has something that makes them unique, although many of them haven’t yet identified it. So far the only ‘wrong’ answer is “we have great customer service.” That’s assumed – it should be part of your services. But something that’s truly unique? That’s worth shouting about.
Not sure what makes you unique? Here’s a few ways to find out.
Look to Your Customers.
How do you determine what makes you unique? Ask your customers. They know your business, your product, and your industry. And if they choose you again and again – there must be a good reason.
What About Your Competitors?
Sometimes you can get a feel for what’s important to your industry by looking around you and learning what makes others unique. Because you are running your business, and because you are unique with your own perspective on life, it’s a given that you are doing something different from the others in your industry. Uncover it. Is it your culture, your personality, your process, or maybe your value system? Discover what you have that they don’t.
Get Finite Focused.
Focus on what’s most important to your target audience. As Abe Lincoln said, “You can please some of the people all of the time, you can please all of the people some of the time, but you can’t please all of the people all of the time.”
Your unique selling proposition (USP) should be just that – something that wows a select group. If you are the be-all to a select niche that “gets it” and loves your product or service – that’s a highly effective marketing strategy. I like to think of Jim’s Steaks on South Street in Philadelphia. They are not trying to be the best restaurant in Philly. But they are the place to go if you want a stellar cheesesteak ‘wit.’
Back in the day, a bank that was open on weekends was unheard of. Now it’s commonplace. But this idea spread because someone made it their USP.
From extended hours, ease of ordering, or customization, to experience in a select niche, or not charging certain fees where everyone else does….if you know your industry, your target market, and your own business well enough, you’ll discover it.
