As a small business it can be hard to work out what makes your business different from the competition.
To stand out from the crowd you need to have a point of difference, a reason for your customers to choose you. That x-factor is called a Unique Selling Proposition (USP). It doesn’t have to be earth-shattering. Perhaps it’s your ethically sourced ingredients, or your online ordering system? It could be your quick turnaround or that your product comes in more colours. Ask these questions about your products and services and also of your competitors to help you determine how you can make your product stand out.
- What does the customer need or desire?
- What role does the product or service play in your customer’s life?
- What does the product or service do really well?
- What do the reviews say about the product or service?
Using the information you gathered answering the above questions, think about how your product or service meet these needs and what makes it special?
- Is your product a higher quality than your competitors?
- Is your satisfaction rating higher?
- Do you have a way to create an emotional connection between your product and your customer’s needs?
- Can write informative articles on the need behind the product and establish yourself as an expert?
- Do you support a charity or cause that links the products value to the customer?
- Is your product newer, more innovative or using more recent technology?
There are lots of ways you can differentiate yourself, however you need to be authentic and realistic about what will work for your business. Find your x-factor and the customers will come calling!