Standing out from the crowd

by | Feb 18, 2015 | More business

Many businesses struggle to find a way to differentiate themselves from the competition, to establish their Unique Selling Proposition (USP). But if you apply your mind to it, it can be an easy task as Felicity, my miracle worker and guest blogger points out.

The audience of the radio station I listen to sometimes is obviously the prime target market for blinds and plantation shutters. I haven’t actually counted, but there’s at least 5 companies who advertise on the station. I even heard commercials from 2 different companies in one ad break!

What’s interesting is how they all approach it differently. Each one has their own USP. These include:

  • We’re the cheapest
  • We’re the quickest
  • We have the best guarantee
  • We’ve been around the longest so are the most experienced
  • We have the best quality
  • We produce our blinds locally – support Aussie businesses

And one that doesn’t really promote a USP but uses humour to grab attention.

One particularly clever ad from the company that promoted their speed talked about how Chinese New Year was going to blow out delivery times for their competition. They guaranteed quick installation.

It certainly shows there’s room for more than one company to do well in a market, as long as they differentiate themselves.

Thanks Felicity and it’s appropriate to remind you that to differentiate your business you must have the answer to that most important question, “If I am your ideal prospect , why should I choose you rather than your competitors, doing it myself or doing nothing?”

Get that right and you’re really in business!

 
Winstons_Wise Words_Cover“Cornerstones of Success” contains extracts specially selected from a fantastic longer program by Wayne Mansfield whom Winno has known and respected for his unique, practical and pithy insights on business for many years. In this sampling you will hear simple crucial solutions to some of those problems in selling that Winston believes cause many people to stumble in making the sale. They are really “must know” approaches that will help you nail the business. Get it here. Part of the Winno’s Wise Words series.