Blog – USP: Different is better

Success is not final, failure is not fatal: it is the courage to continue that counts.” -Sir Winston Churchill, Former British Prime Minister

USP: Different is Better 


Let’s talk about your uniqueness. Are you like these trucks where your customers can’t tell you apart? What makes you different than your competitors? Have you ever thought about it?

Let’s talk about your competitors for a second:
What makes them different than you?
What makes them better at what they do than you?
What do they do really well (and what don’t they do so well)?
What makes them really unique?
What’s something that they do that you’re unwilling or unable to do?

These are the things that their customers really value in their service or product offering.

So I want you to think about that for a second:
What benefit is there to be different?
Sometimes you can’t be bigger than your competitor – you certainly don’t want to be cheaper – but if you can be perceived as different, now your clients are going to be excited to come and buy from you. (click here to tweet!)

And guess what?
They’ll be happy to pay a little bit more of a premium as well for your products or services because you’re speaking their language. They really feel comfortable with you and that you’re the best fit for them.

Here’s something interesting:
If you feel like you’re commoditized a little bit like these white trucks – who are actually different brands by the way it’s just hard to tell because they look exactly the same – there might be things that you’re doing in your business that you don’t even give credit to yourself for, things that you’re doing as part of your regular process that are unique that your competitors aren’t doing, that people really value, but you haven’t really put enough value on it yourself.

Look at some of your products and services:
Is it how give after-hours support? Could it be free delivery, pick-up, or drop-off, or whatever it might be…something that you do that your competitors aren’t doing.

It’s important that you can develop this USP:
Your Unique Selling Proposition, so you can clearly communicate it. That way you can make sure that your customers “get it” about why you’re different.(click here to tweet!) Because if they can’t tell the difference, what’s it going to come down to? Price. And competing on price is a race to the bottom. You want to be able to increase your profits, not have to fight for less profit share.

So for you this week, I want you to really think about:
What makes you better, unique, and different than your competitors? Why do your customers love coming to you?

Here’s a good tip for you:
Talk to your customers, ask them why. They’re coming and sharing hard earned dollars with you. Find out what it is about you that they just love and continue to come back for. That might give you some really good insight and some feedback you haven’t thought about yet about why what you do is great for your customers.

If you have any questions about this, feel free to drop me a line, or send me an email. I’ve got a neat little exercise I can send you to help you get some clarity on what makes you unique in your business.

That’s it! Have yourselves a fantastic day, and I look forward to hearing from you and finding out what’s unique about you.


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