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How a set of USP's (Unique Selling Points) is important for your business

Welcome to another of my regular blogs giving hints and tips on marketing that I have picked up over the last 30 years, carrying out marketing for large “blue chip” companies as well as numerous smaller companies across a wide range of industries.

When we start working for a new client one of the first things we do is decide on their USP’s (Unique Selling Points) or Points of Difference. Every company or product needs a set of USP’s. It’s these that help us choose to buy that particular product or service.

A good example is when you choose a new car:

You have a set of requirements; these may be such things as an estate for carrying the dog, leather seats, good fuel consumption etc. Then you normally pick several showrooms to visit, bearing in mind that advertising or other promotions might have already persuaded you visit a certain showroom. The salesman will point out their company’s particular set of USP’s. These might be low cost finance, 3 years free servicing, a long guarantee etc. You then decide from this list of USP’s provided by each manufacturer which car to finally choose. The final choice is always based on which set of USP’s you think best suits your needs.

Then of course there’s the wants – most of us need a car but what we want is one with sat nav, heated seats etc, this is where the salesman’s skill comes into play with upselling. (I will be writing about upselling in a future blog)

Anyway, I digress, the point I am making is that ultimately, after all the research you’ve carried out it’s the USP’s that help you choose which car you finally buy.

Exactly the same formula applies to any product or service. Before most people make a choice they will do some internet research, ask their friends for recommendations, visit different companies, then make their choice, and, as with the car simile it’s the points of difference that will help them decide.

So, it’s really important that you develop a strong set of USP’s to make it as easy and persuasive as possible for the customer to choose you.

That neatly brings me onto my next subject, researching the competition – but that’s for next time.

I hope you have found this particular subject interesting and can introduce it to your company (unless you’ve already done it!). Look out for my next blog but in the meantime please click here to contact us or call us on 01424 813412.