Is Your Business Unique?

February 23, 2012 by  Filed under: Marketing 

In this over informed world we live in today, it is very hard for a lot of companies to differentiate themselves from their competition. But, yet people in the same business succeed over others. Why? Is it luck?

Taking a closer look at these thriving businesses, you’ll find that they created their own luck, by creating better opportunities for themselves which in turn generated more capital. How? Simply by differentiating themselves from the rest of the pack.

It is no secret that to succeed you need to stand out from the crowd. So, if this is true, why do most business owners fail to apply this concept to their business? For any business to grow it must know why people should buy from them and those that are not buying at the moment, why should they buy from them?

Therefore, creating a Unique Selling Proposition (USP) is an essential system used by most successful companies to gain competitive advantage. It is what enables businesses define the benefits of their services or goods from the competition.

Any company, undertaking a marketing campaign, or expecting to grow without creating a USP, is like navigating a ship without a compass and marketing efforts may fail at effectively communicating their message to customers. The major benefit of a USP, is that it can enable a business owner fill an industry void. This can be achieved by:

  • Researching the competition to find out what they offer
  • Find a void in the industry and offer customers/clients something the competition does not offer

Research the competition- A business owner can start by creating a list of six competitors. The goal should be aimed at finding and filling the gap in the marketplace.

Void in the industry- Information acquired from the research should be analysed, compared and clarified to the company’s advantage. should a niche be found, messages can be clearly interpreted to the customers. If a void cannot be found, a company can work on creating a value based strategy. By either providing an extra service, or products the competition does not currently offer.

Businesses must be able to inform customers about their uniqueness, but by simply stating that they are the best in the industry doesn’t cut it. They have to be more specific and give real reasons why people should become their customers. They have to focus on what makes them unique and communicate these messages in all their marketing campaigns to enables customers have an idea of what makes them special. So what makes your business unique?

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