Most good marketing campaigns will focus on communicating a firm’s Unique Selling Point (USP). In today’s crowded market, customers have more choice than ever before. This increase in competition makes finding, defining and communicating your USP more important than ever before.
So what is your firm’s USP? Do you offer the faster or better or cheaper product or service? Maybe your people are regarded as the best or most efficient? What is it that is truly unique about your business?
When it comes to your product or service, you will know how it works and so you should understand exactly what it is that you do cheaper/ better / faster than your competitors. The problem is that your customers are trying to decide between choosing your product / service or one from your competitor. They don’t know as much about your product line as you do. Getting them to choose your firm can therefore be a real challenge.
The problem with most marketing campaigns that focus on a USP is that they try to communicate the “what” rather than the “why”. Most businesses will talk about what it is that they do. They probably won’t talk about why it is that they do it. However to really stand out, you need to differentiate your firm. Maybe you should think about using the “why” as your USP.
This is a point that is well made by Simon Sinek in his famous Ted Talk. Sinek, a bestselling author, set out to discover why companies like Apple have been able to achieve such huge success, while others with the same resources have failed. He outlined how Apple focuses on “Why” rather than “What”. What is it that Apple makes? They make electronics. They make tablets, laptops, desktops, portable music players and watches that have a nice design. They make nice software. That isn’t any different to any other electronics manufacturer. However, Apple builds its core marketing message on “Why”.
The core marketing message from Apple would likely be something along the lines of “With everything we do, we aim to challenge the status quo. We aim to think differently. Our products are user friendly, beautifully designed, and easy to use. We just happen to make great computers.”
Taking this as an example you can create a USP and associated marketing message for your business which communicates “Why” it is that you do what you do and how this is of benefit to your customers (and potential customers).