Why Should Someone Buy From You Rather Than Competitors?
We can tell you the answer…
By Having a Unique Selling Proposition!
The book definition of a unique selling proposition as described by Entrepreneur.com is…
The factor or consideration presented by a seller as the reason that one product or service is different from and better than that of the competition.
What does that really mean though?
Does it mean that a business has to find something that is completely unique in their industry and market place? If so then the business has got quite a job on its hands.
Perhaps a better way to describe a business’s unique selling proposition would be to say that it is more about how the business sees itself and what they do to stand out from the crowd.
Of course, that could be something that they do which is completely unique to their competition, but more often than not it’s the focus on a core business offering.
Take for example two recording studios…
Studio one offers recording, rehearsals, lessons, record label services, music video production, photography, instruments for sale and events management.
Studio two offers recording and rehearsals.
Potential customer “Pete” is the manager for an established band and is looking for a studio for them to base in to record a new album. When he goes to studio one’s website he is greeted by a barrage of services but because they are more geared up to lessons he probably won’t even notice the recording and rehearsals that they offer.
When he visits studio two’s website it is clear that they are focused on recording and will probably have more faith in their expertise as it is what they are known for.
Studio one may be just as competent at recording, they may even be better, but simply because they have tried to do everything they will invariably end up doing nothing.
Even larger companies who offer many different services divide their expertise up to focus on their unique selling propositions.
You won’t be able to buy a plane ticket and a broadband subscription and a health club membership from Virgin Group direct, you would go to Virgin Atlantic, Virgin Media and Virgin Active respectively.
They always knew they were going to be selling more than one thing, but they portioned out their business acumen to ensure that each of those divisions had its own unique selling proposition.
Sometimes It Helps To Have Someone From OUTSIDE The Business To Truly See What Makes It Unique…
Why not book a DISCOVERY CALL with a member of our team and allow us to assist you to refine your USP and create highly engaging content to show it off with style!