By now, I’m sure you’re aware of the multitudes of courses and books out there about building your Unique Selling Proposition. But the real questions are do they work and will they help your business? Luckily, I have an answer.
I dedicate an entire chapter in my book, 7 Secrets to Achieving Rapid Growth in Your Remodeling Business, to showing you how you can fast-track your ability to develop a sound USP that will help you surpass your competition in under an hour. Considering the majority of your competitors likely don’t even have a USP, your understanding of the concept can help you become the top business in your market.
Going forward, the most important thing you need to ask yourself is: “What is the number one reason someone should hire me over my competition?” If you can’t answer this, then you’re in trouble. You should be able to answer this question without hesitation and with full confidence. If you’re thinking “quality” or “reliability,” you may need to rethink things, for these are likely the top reasons your competitors will come up with as well. If you’re trying to distinguish yourself from your competition, you’ll need to think of what makes you different. Start by asking yourself these two questions:
- What is it that you do that is unique?
- What can you guarantee that is special?
As you consider the answers to these questions, you can start to formulate a USP in less than one hour using the following three steps:
Step 1: Create an Emotional Connection with Your Prospect
All of us have a story to tell. While we may consider our own story to be boring or lackluster, getting your story out there for potential prospects to see may be one of your biggest assets. What you have to understand is that people do not connect emotionally to brands the same way that they connect with other people, which is why it’s important to tie yourself to your business in a personal way.
Think of the direction television has gone over the past decade. Scripted sitcoms have given way in popularity to reality TV. The reason? People are fascinated by other’s stories–their history, their successes and their failures. They are naturally attracted to the underdog, and if prospects are able to see the obstacles and tribulations you’ve overcome they will be drawn to you. Keep this principle in mind,
Business is personal and people buy from other people that they trust. You need to build that trust at lightning speed and it is far easier to do that when you have a real person (preferably the owner) out in the forefront representing your brand.
You may want to provide your story on your website through pages with the following titles: “About Us,” “History,” and “Guarantee.” By including touches of your story throughout the site, as well as photos and bios of staff, you can help to build that emotional connection you’re prospects are looking for.
Step 2: Define Your Target Market
By understanding your target clients, you can better develop your marketing strategy and create an effective message. When trying to determine who your target audience is, you may want to ask yourself the following questions:
- What is my target demographic?
- Do I have a specific niche?
- What specific problem do I solve?
Answering these questions will help you understand who you’re trying to draw in and can help you relay your message directly to those who will most eagerly respond to it so you aren’t wasting valuable time and resources.
Step 3: Decide What You Stand For and Make It a Unique Promise/Guarantee
While this definitely relates to the previous steps, one of the most important things you can do when creating your USP is to decide what exactly you stand for. When you can assuredly say what it is that you stand for, you will be able to communicate this to your prospective clients. You will also want to tell them how long you’ve had this perspective and the reasoning behind it (the “why”).
You can directly implement what you stand for in your guarantee, which helps your potential clients see the difference between you and your competition. Keep in mind that personalizing your guarantee or warranty can have a lasting impact on prospective clients, as well.
Use these simple and easy tips, and you will find that your clients will be more comfortable doing business with you and will keep coming back!
About Ryan: Ryan Paul Adams is the CEO of PME 360, former remodeling professional, author of 7 Secrets to Achieving Rapid Growth in Your Remodeling Business, and host of Remodelers On The Rise.