On our website, we’ve talked quite a bit about the importance of developing a strong unique selling point, but in today’s post, we’re going to take that a step further. Our Columbus marketing agency fully believes that crafting your unique selling point is essential to your business’s success. Without it, why should your customers choose you over any of the many other businesses against whom you’re competing? If it’s all the same, why should you be chosen over any other business? Let’s dive in.
We know we’ve covered this before in a few areas of our website, but in order for this article to be helpful and effective, we need to nail down the exact definition. A business’s unique selling point, also known as a value proposition, is the phrase stating what makes your company stand out amongst the slew of other businesses like you. It answers the question, “why should a customer choose you?”
As we talked about in our last post, you have to compete with quite a lot to get your customers’ attention nowadays. When it comes to your unique selling point, the goal isn’t just to get their attention in general but to steer their attention away from your competition and to you. Without it, you’re just any other business offering the exact same thing as the next competitor; why should they bother to choose your business over another?
Look at companies like Target, Walmart, Cabela’s and Bass Pro Shops. These businesses offer the same basic things, similar prices, and have similar business models. Their unique selling point is why people choose one over the other.
- Target: “Expect more. Pay less,” signaling lower prices on high-quality prices.
- Walmart: “Everyday low prices,” signaling the lowest prices on products compared to surrounding stores.
See the difference? Through their unique selling points, these businesses are signaling to their customer base the fine line on which they differ. You need this to stand out amongst your competition and ensure customers choose you.
Your business’s success is dependent on that unique selling point to a certain degree. If you can’t get customers to choose you over the competition, you can’t get the sales to succeed.
It can be hard to nail down that perfect unique selling point, but our Columbus marketing agency is here to help. While we have a more comprehensive guide available to help you construct the ideal unique selling point for your business, we’ll give you a basic overview here, too. The following are questions you should consider when constructing your unique selling point:
- What does your product or service have to offer the customer?
- What need of the customer are you meeting with your products or services?
- What is it that makes your product or service unique?
Your unique selling point can be the difference in your success and your competitor’s success. It’s what makes you stand out amongst the competition and drives customers to you. If you’re struggling to nail down the perfect unique selling point, our Columbus marketing agency can help. Contact us today to learn more about what we can do for your business.