For a company to have a fundamental structure for future growth, branding and positioning, having a USP is critical not only to differentiate itself from its competitors, but also to have full clarity on its approach to sales, marketing, service standards customer and other operational aspects. strategies. The USP is the starting point.
How do I create my USP? I have no idea where to start!
Think about what inspired you to start your business. That is a good place to start. Next, define the traits that separate you from your competitors, and use this list of traits to help you identify the differentiating factors:
- Potential customers
- Benefits
- Liability (warranty, warranty)
- endorsements or testimonials
- Characteristics (quality, exclusivity, origin)
Make sure traits are specific, tangible, and compelling, rather than general, subjective, and broad.
Specific and unique:
- 50% improvement – clinical research
- 26 years in business, 720 clients served
- 24 hour call center support
- 365-day warranty/service support
General and Broad:
- Personalized service
- high quality product
- Focus on customer needs
- One stop shop – full service
Many services say they offer personalized service or customized solutions. The answer to this is usually: “so what?” Most service providers say this and there is nothing unique about it. Definition exactly how your service is different is what constitutes your USP. Here is an example of an accounting practice:
general and broad: “We take care of the needs of our clients and offer personalized attention in each stage of the growth of the business, from creation to accounting and auditing.”
Specific and unique: “Each client we serve receives no less than 30 hours of our care per month and we only charge a simple flat fee for this service. We have over 640 satisfied clients we have served over the past 20 years who have benefited from this service We are happy to provide you with a number of customer contact details should you wish to get in touch with them.”
How do I use my USP in my marketing?
Once you’ve defined and polished your USP, you can apply it to many different areas of your marketing. It will take time to refine and the words have to be true to your business. That means your USP needs to be consistent with how you run your business. From there, your USP will naturally and effortlessly assimilate into your internal and external communications such as your elevator pitch, sales letters, brochure, e-marketing, sales pitch, sales scripts, etc. customer service strategies and even in their negotiations and closing.