Determining what makes your business different is one of the most fundamental marketing decisions you need to make. Some people refer to this as your USP or Unique Selling Point.
Create a Winning Plan
January 25, 2019
Wrapping up Christmas
December 5, 2019If you are unable to decide what it is that makes your business different, then you cannot expect your customers to know either! You will be leaving their purchase decision up to whatever takes their fancy at the time and you will be helping your competitors appear more attractive.
What Makes Your Business Different?
When you think about it, very few businesses are one-of-a-kind and chances are you operate in an industry where you have competitors offering similar products and services. To make your business stand out in the eyes of your target customers, you need to pinpoint what makes your business different, and connect this to their needs and desires.
Pinpointing what is unique about your business, products and services can take some soul-searching and creativity, especially when you have lots of competitors.
You need to take a good hard look at what you do and how you do it. Look at your current customers and those you wish to attract.
- What do you do? If you have a wide range of products and services, can you focus on one or two that are in most demand and your competitors do not promote. List your specialities or niche areas.
- How do you do business? Is there something special, unusual, or significant about the way you do business? Do you offer a money back guarantee, does every customer get a free coffee when they walk through the door, and are you the only business of your kind that opens on a Sunday?
- Who are your ideal customers? Where are they located, how old are they, what are their interests, how much do they earn? Are you looking to target customers that your competitors are not focusing on?
- What do your customers want? Is it fast service, payment terms, expertise, product range, FlyBuys points? List the benefits that customers derive from you.
If you want to learn how you stand out in the crowd, then email hannah@synthesis.co.nz
