Marketing guru Ron Rosenberg, 2010 NASMM Conference Keynote Speaker, asks in the 5/19/10 issue of his Tricks & Tales email newsletter: “Why Are You in Business?” He goes on to say . . .
I know that’s kind of a harsh question, but answering it is absolutely central to your company’s long-term success. Have you ever walked into a business and said to yourself, “This place won’t be here in six months,” and when you come back six months later, it’s gone?
It happens all the time.
The only reason you should be in business – whatever type of business – is to offer something special to your customers, members, or clients. Something unique. Something uncommon. Something that helps you stand out from everyone else in your market.
This “something special” is your Unique Selling Proposition, and it can be based on an almost infinite number of characteristics including location, price, market segment, process, customer need, support, or guarantees.
But it has to be based on something. You have to be able to communicate it clearly, concisely, and consistently. If you’re not sure where to start, try answering these four questions:
- What’s different about what you provide or how you provide it that sets you apart from your competition?
- If you closed up shop tomorrow what impact would it have on your customers’ lives?
- What could you tell prospective customers that would cause them to drop everything and come see you right away?
- Why should prospective customers select you versus all the other options they have?
The answers to these questions will help you define a clear and compelling USP that you can use as a foundation for staking out and owning your market.