Competition, Consumer Choice & Your Unique Selling Proposition
Competition is everywhere, no matter what industry you’re in, there is never a lack of competitors. Competition is a cornerstone of our society, a cornerstone of capitalism, and a fair market. What makes you different? What is your unique selling proposition?
Consumers have a never-ending supply of generic ads hitting them over and over again with basic, unoriginal, and generic products.
Endless irrelevant ads give consumers the headache of cutting through the clutter to find a product that suits them. Consumers want something special, they want to feel special and your product needs to reflect that.
So what is a unique selling proposition (USP)?
A unique selling proposition is what sets you apart from your competition. It’s something that your competition isn’t doing; a differentiator. This is central to your communication materials, and what your messaging will be to your potential customers. Tell them why they should choose you over others.
How Do I Make A Unique Selling Proposition For My Brand?
So ask yourself, what makes your services/products unique? Are you a restaurant that features live music? Are you a clothing company that creates wooden hats and ties?
When you know what makes you special, what will really get potential customers saying “wow look at that, that’s so cool! I want that!”, you’ll be well on your way to grow your business exponentially.
Another tactic is to look into what the competitors are doing. Are they only focusing on one aspect of their business? Are there things that your competitor are doing that you could do better with a few tweaks.
Really research your competitors, yes even the big box stores and national chains. When you research the competition, you can really hone in on your marketing communications messaging.
For example, if you’re a restaurant and nobody around you is really selling stir fry, you can position yourself as the go-to destination for stir fry. When, and if, other restaurants start selling stir fry, you can change your Unique Selling Proposition as the “first and most experienced stir fry restaurant” in the area.
Look into what makes businesses different. One of Pizza Hut’s Unique Selling Propositions was “cheese stuffed crust”. Many years ago not many pizza places did this, so it was front and centre in their advertising for the longest time – it made them different.
When you are able to find out what the other guys are doing, and what they are missing, you’re well on your way. You can position yourself as unique, you will quickly be able to craft better branding and marketing communication materials, and attract more customers.
What are you waiting for? Get in touch with us and together let’s discover your USP today!