What's Your USP? A Crucial Marketing Tip For Small Business Owners
by Katie McVay
If you were asked to describe your business in a sentence or two, what would you say?
Would you say something like, “We’re an electrical contractor serving the tri-county area that’s been in business for 35 years.”
Or, “We do commercial and residential plumbing jobs and offer free estimates.”
Or, “We’re a local landscaper that mows lawns and removes leaves and plows snow.”
Yes? Thought so. Most business owners, when posed that same question, would offer a similar description of their products and services. They’d mention where they’re located, how long they’ve been in business, and maybe a few of the things they offer.
That may be well and good but…doesn’t everyone offer free estimates? Don’t most plumbers do residential and commercial work? Don’t all landscapers mow laws and remove leaves and plow snow? Those descriptions wouldn’t make you stand out in the crowd, would they? How can those descriptions possibly set you apart from the competition?
The simple answer is, they won't.
You need a better way to stand out from the crowd. A Unique Selling Proposition (USP) will do just that. If you want to position your company in front of competitors and be remembered by consumers, a well-crafted USP is a vital first step.
Stay tuned next week when we'll discuss the definition and importance of USPs.