Lismore Lawyers - Marketing Your Lismore Business

Marketing Your Lismore Business With a Powerful USP or Unique Selling Proposition - Another Free Article From Lismore Lawyers

Competition. It's inevitable, but not necessarily a bad thing. In fact, competition can push you to make your products better than they would be otherwise.

Have you ever looked around and noticed it seems as if other businesses in your market are doing the same things you are to attract customers-the same type of advertising, the same type of deals, aimed at the same people?

How can you stand out? By having a USP.

A Unique Selling Proposition (USP) is a short statement explaining how your company or product differs from your competitors'. It informs prospective and current clients why your product or service is the best option.

Many businesses fail to establish a USP, just as they fail to pinpoint their target market. These companies don't recognize that customers want and need to be led down the sales path. Therefore, they don't clearly state what makes them distinctive, so customers aren't motivated to buy from them.

You must communicate a specific, compelling reason for customers to buy from you. If you don't, you're just another puppy in the window, jumping around pleading, "Pick me!"

Without a USP, your marketing and advertising will not be as effective as it could and should be. And you are leaving money on the table.

The first step in identifying a USP is to research your competition. Unless you know what else is out there, you cannot properly evaluate or showcase a USP. If you haven't already, plan to research as soon as possible.

Study the competition's website and marketing materials, noting each company's history and mission, product features and benefits, and target market. Why do customers buy from them and what does the market want that they do not or cannot provide? Note gaps in their product or service offerings. If you have difficulty clarifying benefits, list the features and why a prospect requires or desires them. Those reasons are benefits.

The second step is to list and describe the major benefits of your product. Remember, your customer cares about his or her problem and how you can solve it. Pay attention to those benefits that appear distinctive or stronger than the competition's.

Ask yourself, how will your product or service solve the client's problem and does it satisfy the market gaps you identified? You should see a unique set of benefits for your product. If you don't, think about what you could change to make these benefits clearly stand out.

It's important to remember that you aren't limited to a single benefit. Try to focus on one or two primary advantages at first. Chances are good your competition hasn't thought about its USP, which gives you the opportunity to position your company as the solution provider.

You will want to differentiate yourself as much as possible; however, a USP claim must be truthful. Faking or exaggerating a USP will harm your sales and reputation and could cause serious legal or regulatory repercussions.

Communicate your USP far and wide-articles, brochures, press releases-and update your marketing materials as soon as possible. Also, train your sales staff in your USP and how they can successfully deliver your message to clients and prospects.