Are You Getting Your USP All Wrong?

Your USP plays a big role in the success of your business. It should be the cornerstone of all of your marketing efforts. It is definitely the foundation of your brand.

Yet many businesses still have no clue what sets them apart from their competition.

I know, because I’ve taken something of an informal poll this year. Whenever I start working with a new business I ask, “What sets you apart from your competition?”

Really successful, high-level, household name businesses give answers that are as varied as their products and services are. Everyone else gives the same answer, almost without fail. “Customer service. We definitely treat our customers better than anyone else does.”

Wince.

There are two problems with this mentality.

First, it’s wishful thinking. Your competitors all believe the same thing about their business, and only one of you can be right. Of course you’re doing everything you can to deliver great customer service. It’s just that you’ve probably got on some rose colored glasses when you evaluate the efficacy of your own efforts. 

That’s not to say you don’t treat your customers very well. There is, however, probably some room for improvement. And if “great customer service” is all you’ve got then your competition is going to eat you alive.

Second, this answer is just not specific enough. Otherwise, everyone else wouldn’t be saying exactly the same thing.

It’s time to do some serious thinking about your business so that you can clarify your business strengths. That way, you can create a USP that really works. You can even use “great customer service” as a starting point. You just have to dig a bit deeper.

You do a great job of servicing customers, but how do you do it? 

Are you faster than anyone else? Do you carry way more products than the competition does? Do you create a personalized sight-seeing plan for every guest at your hotel based on their answers to questions asked when they make their reservation? Do you keep employees on the phone 24/7 to make sure nobody ever has to talk to an automated menu?

The answers to any of these questions would make a fine USP.

Nail it down. Write it down. Make sure you can live with it. Make sure you can live up to it. Then make it the guiding light in everything you do. 

Don’t stop offering great customer service, of course. Just stop calling it your USP. 

This is a guest post written by Ryan Russo. Ryan Russo is a Denver entrepreneur who has worked with Logan Chierotti for over 10 years on various business ventures. Ryan specializes in PPC and business development.