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Archive for March, 2013

EASY SMALL BIZ MARKETING #7 Help! What’s My USP?

March 8th, 2013

Unique selling point. We know it’s important but how many of us can say instantly what ours is? If you’re not sure what yours is then these tips might help.

USP – why all the fuss?

Well it directly impacts on your sales because knowing what is UNIQUE about your business and what sets you apart from your competitors is what will prompt your customers to buy from you rather than them. So USP = $$$$!

How To Get Yours!

To know what sets you apart from your competitors, you need to do some research into what they offer. A quick approach would be to identify say 3 or 4 of your main competitors and jot down what each one of them does well and not so well in your opinion. Put the positives down under “strengths” and the negatives down under “weaknesses”.

This is part of doing a SWOT analysis (strengths, weaknesses, opportunities and threats). There is more information on how to do this in the post EASY SMALL BIZ MARKETING – #5 Know Your Competitors

Once you’ve done strengths and weaknesses for your competitors, do the same for your business and compare them. Ask yourself: What can you offer that is different or more appealing to customers?

The answer to that question is your unique selling point.

In our case, for example, with our SliQ Invoicing Plus software, our product has a low, one-off purchase price for unlimited usage. This is much better value for small businesses, as many of our competitors charge a monthly fee and often charge a higher rate for heavier usage.

What Do I Do With MY USP Now I have It?

Let your customers know at every opportunity! Make your USP your key message in your promotional activity. So make it prominent on your website and social media channels and any print media or advertising.

Ideally when promoting your USP to your customers, you should describe it in terms of how it benefits them. For more on this, see our other post:

EASY SMALL BIZ MARKETING #6 SELL MORE. SHOW HOW YOU BENEFIT YOUR CUSTOMERS.