Exploit Your USP For Best Effect
Jun 09, 2014

Every business in every industry has to be competitive. To ensure you can compete in sector, you must be able to identify what makes your organisation different: what is your unique selling point (USP)? What are your strengths and how can you use these to gain greater market share? Once you have differentiated your service offering to that of your competition, exploit your USP at every opportunity to ensure your business secures more sales and grows exponentially.

Identify Your USP

You could have one or more unique selling points that make you different to the competition. A strong USP will ensure you stand head and shoulders above the rest, making it easy for a prospective customer to choose your service over that of another company. You ought to be able to identify your USP by asking, “Why would a customer choose my service over the competition; what will drive their decision?” You may have a specific specialism that no other competitor can offer or you may go the extra mile by providing faster delivery times, for example. Understanding what your USP is will help you stand out of the crowd.

Using Your USP

Your unique selling point must be incorporated as a key aspect of your company’s brand. Whether you choose to reflect it in your logo or summarise in targeted marketing messages, ensure you communicate it clearly, accurately and consistently. It should be used throughout your entire communication strategy with clients to raise the awareness of your brand and help you to stand out in the marketplace.

Promoting Your USP 

You and anyone associated with your company, such as shareholders and staff, should be proud of your USP and what it offers your customers. It should be something of which you are passionate and is reflected in the way it is promoted to the public. Ensure you can articulate your USP so it can be easily understood by your target audience, enabling you all to reap the benefits. Always remember your USP is the reason your customers will choose to work with and buy from you. A solid unique selling point will help to promote your business, attract more customers, increase sales and generate long-term growth. Identify your USP today and start enjoying great business success!

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