“What makes you different makes you special”
In my initial meeting when working with a new client, I will often ask them what makes them different. What sets them apart from their competitors? Why should someone buy from them, rather than the other 100 competitors down the street? So many times, my clients are hard-pressed to answer this question. They haven’t really given it any thought as to what makes them stand out from their competitors.
There’s a marketing term called Unique Selling Proposition, or USP. It’s so very important that you know, and can articulate what this is to prospective clients. Granted, we all have something unique and special about us, it’s what makes us human beings. But you must be able to share with a perspective client why your services, or product, or offerings are better than your competitors. Why should they buy from you?
Imagine this: Your perspective client is looking on the internet for someone to help solve their problem or help them with their pain. This person is the ideal client for you, you can absolutely help them. But how in the world are they to differentiate between you and your competitor if it’s not clear to them what makes you stand head and shoulders above your competitor. How will they ever possibly choose you?
So how can you create a USP, which will ensure your marketing drives more results? This can be done in 3 easy steps.
1-What are the 3 biggest benefits that your product or service offers? Remember, this is not about the features of your product or service-this isn’t about offering the best service, or the fastest or best quality. This is about what benefits you provide for the customer. What’s the end result that they desire when they buy the product or service you offer? What pain are they looking to alleviate with your product or service. Write down the 3 biggest benefits you offer your customers.
2-Be unique. What is it that your product or service offers that is a “gotta have right now”?And not your competitor’s…Make sure when you create your USP statement, that it also creates a desire and urgency. What are the most frustrating things your customer experiences when working with you or your industry in general?
3-List the 10 things that make you different from your colleagues or competitors. This is a great tool to then give to perspective clients to help them understand what differentiates you from others. Give it to your existing clients to help them understand what sets you apart. They can use it as a referral tool when talking about your products and services with others.
Once you have created your USP, make sure you are using it in ALL of your marketing materials, website, flyers, brochures, your elevator pitch, and sales copy. And be sure you can clearly articulate your USP when talking to a prospect, referral partner and a current client!
Mandy works with talented, bright, high energy self employed professionals and very small businesses who struggle to market their business effectively, stretch their capacity and play a bigger game. And who would like to overcome their fear of sales, change their mindset, increase their self-confidence, and create a step-by-step strategy for taking their business to the next level. Mandy’s client’s receive proven, specific information on what they need to do to get more clients and grow their business. As a result, those who coach with Mandy increase their business, get more clients and make more money, faster and easier than they ever would have on their own. Mandy offers one-on-one coaching and consulting, as well as facilitates workshops and teleclasses and speaks on a variety of topics.
Get a copy of her free Cd “7 Productivity Secrets of Successful Entrepreneurs” at www.mandyschumaker.com. Or contact her at 207-653-6977