Identifying Your USP & Using It to Gain New Clients
Starting a small business is a difficult task that takes determination, grit, and skills. Once finally lifted off its feet, it’s easy to get wrapped up in the excitement of it all. But it’s important to remember that the hard part isn’t over yet.
If you’re starting a small business like a salon, you’re bound to face challenges. Generating a new clientele while maintaining your already existing one is a feat that many businesses fail to accomplish. It takes talent and strategy to win this game, and there’s no reason you can’t achieve your business goals. You just need the right tools.
One of the most effective tactics you can use is identifying and capitalizing on your unique selling point. To find out what a USP is, how to identify yours, and how you can use it towards your advantage, keep reading! We’ll tell you everything you need to know!
What is a USP?
Not to be confused with a famous delivery company, USP doesn’t deliver packages. It’s a marketing term that’s used to help brands identify what makes them stand out amongst a heavily populated market. Basically, a USP is the thing that makes your company different from all the ones that offer the exact same thing.
A lot of businesses struggle with showing their individuality to clients when they have competitors who offer all of the same products and services. A unique selling point is the way to go about solving this problem. Every business should have one, and even if you feel yours doesn’t, you might have just not figured it out yet!
Why is a USP Important?
Having a USP is important because it gives customers a quick way to identify your business. If you’re in a heavily saturated market, it’s a way your potential clients can pick you out amongst the sea of other businesses. You want to be unique, and having a little extra something not only helps you with your competitors, but it also entices new customers.
Making some part of what you offer niche makes you feel more exclusive, and people will want to be a part of it.
For example if you’re running a salon, this could be done in a number of ways. You might consider using a special all natural hair dye, using unique hair accessories, or state of the art Dyson blow dryers. It doesn’t matter what it is as long as it’s practical and sustainable.
How to Identify Your Company’s USP
Finding your company’s USP can be done in a number of ways. The first is through self-reflection. Be honest with yourself about your business. If you own a salon, what are you currently doing that’s different from other salons? If you feel like you don’t have an answer for that question, then ask yourself what you could be doing.
To make it easier for you, here’s a checklist of ways you can find your business’s USP:
Find your target audience and make a list of all the information you find about it.
List what needs your clients have that your business meets—these can potentially be your USP.
Learn about your market’s trends and competitors, then remove selling points you share: you’re trying to find what sets you apart.
Find the positive traits your business holds and pair them up with the remaining potential USPs on your list.
Find members of your target audience and get their opinion. Does the USP you’re considering appeal to them? Is it something they will remember? Does it address their needs?
Seriously consider the USP you’ve chosen, is it the right one? Does it fit all the standards you have in your head? Is it a good representation of your business to potential new clients?
Take your USP and begin creating a marketing strategy!
How to Gain New Clients Using Your USP
Once you’ve identified your USP, it’s time to use it.
When marketing your business, you’ll learn along the way your target consumer group’s age, interests, and what draws them to a business. It’s important you take this information and use your USP to build an appeal. There are thousands upon thousands of salons out there for clients to go to, but you’ve decided that your salon is different because you specialize in the newest and craziest hair trends.
Now it’s time to advertise and spread the point that makes you unique. Is there a college near your salon that young students attend? Then try tailoring a marketing strategy using your USP that catches their attention.
How can you combine funky new hair trends with young college students? For instance, you could advertise discounted prices for students while still offering top quality services that follow all of the newest styling trends.
This way, young people in the area can quickly identify your salon as the one to go to when they want gorgeous hair, but can’t afford typical salon prices.
Overall you simply want to create a way that keeps your business at the forefront of consumers’ minds. Creating a recognizable brand for your business relies heavily on how you stand out to your clients.
Using your USP will strengthen your company’s identity, but it will raise consumer awareness—meaning there’s even more success coming your way.
Having a unique selling point is something that can make or break a business. A USP sets unsuccessful startups apart from the ones who will end up dominating the market. It’s important that you find a way to differentiate your business from others you’re competing against – and a USP is the way to do it.
Now that you know about USPs is, you can start generating more success. The fear of fizzling out or having clients lose interest will be nonexistent because the allure of your unique selling point will always bring old customers back and draw new customers in!