Marketing Matters – How to make your business stand out in your sector
Stand out in your sector
“Today you are You, that is truer than true. There is no one alive who is Youer than You.” Dr. Seuss, Happy Birthday to You!
In what is often a crowded market, regardless of your area of expertise, a business needs to get itself known, stand out from its competitors and prove that it can meet the customers’ needs better than any other company. It needs to find a unique selling point or a reason for customers to buy, and it needs to stand out in its sector.
Price Unique Selling Point.
The most pervasive example of the USP is with the supermarkets. Each promises to be cheaper than the rest. Vouchers are printed giving money off the next visit if the price is found to be higher than elsewhere. This is great in the short-term but doesn’t build long-term customer loyalty as customers move around to the cheapest retailer.
Service Unique Selling Point
One example of the gold-standard when it comes to service is Zappos. Tony Hsieh’s book “Delivering Happiness” explains how he cultivated a culture of excellent service at Zappos with everyone offering that bit more than the customer expected. Customers are made to feel special, and will return with more business because they like that feeling. The proof is of course in the bottom line and he sold that company for millions of pounds to Amazon!
Marketing Unique Selling Point
How often do you receive a piece of direct mail that makes you stop and actively want to read and learn more? Or see an advert that has you looking up at the television or peering into the room to watch the television to see what’s going on? It’s not easy and it doesn’t pay to be lazy but by evolving an innovative marketing strategy that can be bought into by your prospects and customers, you can develop a business persona that people like and respond to.
Be unique in business
A business should find and refine its USP. If you don’t think you have one, it can help to look at your customers’ FAQ’s – what do questions do they ask that you answer? What problems do they have that you can provide a solution to? By thinking in this way you can publicise what makes your business stand out.
What’s your business USP? Why should a customer give you their business?