Your business is one-of –a-kind. It’s completely unique – and that should be one of your greatest marketing assets and a selling point that sets you apart from the herd.
Best-selling author and marketing guru, Seth Godin, calls it a “Purple Cow.” – It’s different, so it stands out.
Even if what you’re selling isn’t original – shoes, computers, or training services – it doesn’t matter if it has been done a thousand times. The way YOU do it is different.
Think of the old schooling system, which treats every student the same way, no matter what their inner nature is like. Uniforms, rules of conduct, and rigid ways of teaching – these things tend to stifle creativity, kill inspiration, and dampen your enthusiasm.
It’s cold, and it’s gray, and it’s utterly boring. It’s also the kind of approach that’s doomed to fail in modern digital marketing. People have short attention spans and forget quickly.
At Section Two, we recognize individuality, and celebrate uniqueness – we believe that’s what contains the creative spark. It’s something unforgettable – a taste, an emotion, a color, or a heartwarming phrase. Perhaps it isn’t exactly poetry, but the point is – people remember it, and relate to it.
So they keep coming back.
A unique selling proposition (USP) is a very carefully designed statement, something you express to the world, that helps your company distinguish itself from other businesses in your category.
It’s true that certain aspects of your business’s infrastructure are going to be the same no matter what. For example, there isn’t a single modern business that isn’t going to need some form of internet and telephone connection. Everyone needs a bank account, a blog, a website, and an accountant.
How do you find that unique selling point?
Forbes advises these four tactics:
- Keep it simple. So what if you’re not selling the most high-tech gadget on the market. Make the simplicity work for you.
- Find a micro-niche.
- Customize Outcomes. Even if what you give people isn’t new – focus on the unique outcome it delivers for each individual client.
- Automate Customer Experience. People like convenience – can you become more convenient than the competition?
Here are a few more ideas from around the web:
It takes a bit of thought, a touch of creativity, and a strong desire to succeed – but finding your business’s true voice, its own style, and its personality can help you corner the market, and set you apart from the competition.
If you think your business could benefit from this strategy but aren’t sure where to start, get in touch, we’d love to help!