The subject of unique selling points (USPs) came up at a networking event I went to recently. Specifically, what is a USP and what’s it for? Everyone agreed that having a USP was vital to a company.
But it’s not enough just to have a USP – you’ve got to tell people clearly what it is.
Making what you do stand out is crucial if you want your customers to choose your products or services on something other than price alone. And with markets getting more and more crowded, that’s more important than ever.
Lots of companies still don’t seem to have got that message. I took a quick tour around a few websites when I got back from the meeting and came across a number that gave no compelling reasons why a buyer would choose that company over a rival. (Don’t worry – I’m not going to name names!)
This is folly. Your website is your shop window. But you can’t just tell people what you sell and what it costs. Everyone else in your space is doing the same thing. Your website should also tell visitors what it is that you do differently and how you add value – what it is that makes you the people to go to.
It’s surprising how many people don’t seem to get this.
If you need help making your USP clear on your website, or any other of your marketing tools, contact us at firstname.lastname@example.org.