As a small business owner, you’ve probably realized that most markets are highly competitive. Whether you sell a product or a service, the market is over pouring with noise.
With market saturation, it can feel challenging to get your voice heard clearly enough that draws people in to you.
I like to think of the market noise the same as TV static. You know, the fuzzy white screen like in the movie – Poltergeist.
What does this ultimately mean for you and your business?
You need to have a clear voice and a solid USP – otherwise known as Unique selling point.
This will allow your market to know what separates you from the competition.
Your USP is what let’s everyone know what is unique about your product or services offered.
What do you have that beats or is better than your competition? How do you fill the gap of what makes you different?
There could be many reasons…
You could have long term experience making you an expert compared to the competition.
Your product could be something that has never been seen by the market before or only a limited few are aware of it.
The services you offer deliver solutions to problems better than the competition. Maybe your company specializes in specific areas that allow you to stand out.
So, are you asking yourself the right questions when it comes to voicing your brand to the audience in your market?
And how clear are you on that message?
But my business is doing fine without a USP…
Imagine being locked in an auto mechanics garage without lights trying to get around to find the light switch.
Not only are they filled with clutter from tools and dangerous objects but watch out for the CAR!
Now if you had a flashlight handy, well you get the point…
That light switch (customers) on the wall would be found much quicker, right?
Having a USP is like being equipped with a flashlight in the dark. It’s your guide that leads the audience to your door.
Finding your USP (flashlight included)
A lot of times coming up with your unique selling point is more like looking for a needle in a haystack. It doesn’t always come easy to you.
But that doesn’t mean it has to be a painful, frustrating process.
Let’s pretend we are on an Easter egg hunt for little ol’ USP.
You can even bring your flashlight along with you if that helps…
To find your USP you need to ask yourself the right questions. Dig deep down and investigate.
Some questions you might think of can be:
- Why did I start this business and what does it stand for?
- Who is my audience and how well do I know my customer avatar?
- Who are my competitors and what makes them different?
- How am I different from my competitors? Does anything I offer stand out?
- Are people talking about my business and what are they saying?
- Am I solving problems and why are customers buying from me?
Who matters when finding my USP – Me or the customer?
When thinking about your USP, it might seem that everything is all about you and your business.
Frankly it’s not. It’s always about your customer and for good reason.
To further uncover your USP, you’ll have to walk in your customer’s shoes. What problems do they have for you to help solve?
What keeps them up at night? How do they perceive the services you provide or products they buy?
Are they good experiences?
What emotions do you drive in to your customers as a result to what you offer? Remember, a pleasant experience will always be a memorable one.
By stepping in to the customer’s shoes, you will uncover what motivates them to buy from you.
Tell your customers the basis of who you are, what you stand for, and what you have to offer.