In business, it's vital to present your enterprise as different from others in your industry. Your goal is to let potential customers know that you offer something your competition does not. This is your Unique Selling Point (USP), which often impels people to check out your business further.
The following are 5 ways to position your business as unique to build sales and a loyal customer following:
1. Commit to product and service integrity
In today's hyper-competitive business environment, the temptation is to flood the marketplace with your products and services to drive sales. The caution here is to make sure every product and service you offer is of top-notch quality.
Everything you offer must satisfy what your advertising promised. Make each product and service a reliable solution to customers' needs. You harm your business reputation every time you offer something that's inferior.
Companies that rush products to market just to capture quick sales end up suffering in the long-term. They become looked upon as inferior in direct relation to their products, which lack integrity. Commit to integrity to set your business apart as reliable and trustworthy, even if it means offering less products and services. Only offer what you know is first-rate.
2. Commit to originality
Are you operating in a traditional sector? Do you find yourself marketing the way "it's always been done?" Do you only offer the same products and services, which everyone else in your sector does? This is the antithesis of originality and uniqueness. Just because it's the way you've always done it, doesn't mean you should keep doing it that way.
Regarding marketing, try an unconventional way to spread the word about your business. For example, don't stick with the "same old" online banner ads or dull hard-copy brochures if they're not working for you. Post creative and even humorous blog posts or videos that speak of your brand in a compelling way.
Originality applies to products and services as well. Make your product family unique through offering a proper mix of high-end, mid-range, and less expensive items. Carry some hard-to-find items. Sell products related to, but not of, your main line that your competitors' are not offering. Concerning services, make your guarantee, customer loyalty program, and delivery service unique to your establishment.
3. Consider an association with another business
The focus here is a tactical cooperation. You and another business can work together to market to the same niche audience. For example, if your business is web design, you can link up with a copywriting service that writes web content. Together you offer an attractive service to businesses - in essence, a one-stop shop.
The benefit to both of you is that you have the marketing power of two businesses targeting a niche. Consider offering a product package for a special price, which is a combination of what you and the other business offers. Furthermore, you can provide your business partner's coupons at your location, and they can provide your coupons at their location.
4. Focus on a niche
Distinguish yourself from the competition by focusing on a niche and becoming an expert. Cater to a niche that you're interested in. Cater to one that you can supply the necessary products and services to.
For example, if you're a shoe retailer, you can consider focusing on fashionable and durable wear for the 25-35 age group. Understand their desires for shoe fashion and become a specialist in providing exactly what this niche needs. There are a host of 'generalists' out there getting a little piece of the shoe sales pie. Be a specialist and corner a big piece of a specific niche market.
5. Always provide more
You position your business as unique when you provide more than what's typically expected. If you sell products, consider a dedicated follow-up program with your customers. Let them know you back up your products with quality after-sales service.
Be a top-notch information provider as well. Always have ready useful information about your products to aid customers' in the use of the items they buy. This could be booklets, case studies, easy-to-read information packets, testimonials and such, which inform customers' on the proper use of products.
Position your business for long-term success through incorporating the above five tips. Distinguish yourself from your competitors so your target market takes the time to visit you online and in-store. Being unique in your business sector is your means for remaining a viable enterprise.
Michael Ugulini is a business writer from the Niagara Region, Ontario, Canada ( http://www.smallbizcopywriting.com ). He writes articles for small businesses, feature articles, blog posts for small businesses, newsletter content, brochure content, and stock market articles. He is a a contributing writer at Seeking Alpha ( http://seekingalpha.com/author/michael-ugulini ).