Your USP Is A Powerful Tool – Learn How To Use It

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Every business needs a unique selling point (USP). It’s a key feature of your business that makes you stand out ahead of competitors. It helps you to tailor your efforts to the right people and make more sales.

There are numerous ways to develop your unique selling point. You might want to try and be the cheapest in your sector, or offer unique products. But having a USP is one thing. You need to ensure you market it effectively in order to make it worth something.

Making the right people aware of your USP can do wonders for your business. Here’s how you can use your USP effectively to take your business further.

Use It In Promotional Materials

Your unique selling point can attract people’s attention fast. It’s worth using it to promote yourself at every given opportunity. From your website homepage to your advertising, make your USP visible to everyone.

Many companies use their USP in their brand slogans. For instance, Gillette’s “The Best A Man Can Get” highlights the fact they make high-quality products for men. Car rental company Avis famously used “We try harder” when they weren’t the industry leader. Try to implement your USP when creating a slogan.

Touting the unique points of your company can help you grab people’s attention. Whether you’re using TV ads or web campaigns, make sure your USP is a part of your promotional materials.

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Targeted Marketing

Targeted marketing is a method that focuses on one particular group, as opposed to trying to reach as many people as possible. By honing in on particular people that your business will appeal to, you have a better chance of gaining new customers.

There are many ways you can target the right people. There are mailing and telemarketing lists you can use to contact specific audiences. For example, if your services are aimed at middle-aged people who travel a lot, you could use timeshare owner leads.

Targeted marketing is especially useful for those appealing to a niche market. You can focus your advertising on those specific groups to make it more effective. Consider which kind of advertising appeals to your target audience and how you can convince them to do business with you.

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Beat The Competition

One of the key factors of a USP is helping you stand out amongst your rival companies. By offering something others don’t, customers will be more likely to buy from you. Make sure consumers know why you’re better than competitors.

There are many ways you can make your competitive edge clear to potential buyers. Companies focusing on cheap products often offer price guarantees. Customers who find cheaper products elsewhere can get a price reduction. Many also advertise how their prices stack up against competitors.

But you don’t need to focus on price. You may want to emphasize how your products are better quality than rivals. Maybe you want to highlight the fact that your services have a much higher turnaround rate than your main competitors. Whichever way, make sure you use your USP to beat your competition.

(feature image from Flickr)

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