Struggling to be unique or look different in your marketing?

 

 

You’ll see it in every advertising book ever written: “Find your USP – unique selling proposition)” and then put that message out to the universe.

So many businesses we meet, don’t have this. For the most part, it is easy to see what that proposition is. But in some cases, the unique factor relates to a part of the customer experience that won’t get prospects appetites whet.

So where to from here? You can either revisit your product and rethink the business, create a stronger product-market fit and go again…

or… you can look to other ways to make a prospect want to become your customer (and one of the ways is mentioned below)…

The hook, the incentive, the reason for purchase – can be designed around a value-add. Do not under any circumstance, significantly lower your prices to generate sales. Instead, look to a relevant and desirable product that complements your brand and will help to make you look different against a sea of ‘similar’ offerings.

These items could be a piece of technology, luggage, a personalised gift item, a redemption offer or a pack of items (for instance, gym starter pack for new members).

So… if you’re beating yourself up about finding your Purple Cow (reference: Seth Godin), stop and instead look to a means that will get your phone ringing and offering value to your prospective customer. You’ll be glad you did.

Defining a customer experience that is superior to your competitors can be more effective than trying to ‘be unique’ with your actual service.

~The brand makers

Related Tag: Advertising Products