With so many choices in today’s marketplace, a company or organization needs to be able to offer a clear, compelling reason for customers to choose their business over the competition. A well-defined brand or Unique Selling Proposition (“USP”) is what separates successes from failures- it’s why Starbucks, Amazon and Redbox have prospered and Caribou, Borders and Blockbuster have perished.
In this highly competitive business of network marketing, it’s no different. To attract customers and distributors to your business, it’s not enough to just offer a product and/or service and wait for the orders, prospects and money to come rolling in. You must be able to determine why someone should choose you over your competition and clearly define what makes your business unique.
What do you bring to the table that no one else does? What sets you apart from the competition? Why should someone buy from you or be a distributor for you? To determine this and help build your personal brand, here are a few ways to determine your unique selling proposition to help you stand out in the crowd:
1) Look to your past- your personal history plays a huge part in who you are today. Are you someone who has been dramatically helped by the product or service you sell? People love personal transformations and tales of triumph and success, and you are the only person who can tell your powerful story- share it!
2) Look to your competitors’ weaknesses- Do your competitors come up short in one area of their business? Do your competitors not provide excellent customer service? Are they known for being late on deadlines or deliveries? Use those weaknesses to your advantage and excel in the areas where your competitors fail and fill that gap or void.
3) Look to your strengths- On the flip side, what are some things that you do well that aren’t currently being used as competitive advantages for your business? Are you creative and can determine unique uses for your product or service others haven’t thought of? Are you proactive and can anticipate customer needs? Develop a brand based on those factors to help attract customers and prospects.
4) Look to others- Not good at soul-searching or having trouble determining your strengths? Sometimes it’s harder to look from within, so seek out friends and family and ask them what they think are your strengths or unique qualities and talents. We often take our own strengths and talents for granted, and fail to recognize them, so an outside observer or two can be a great source.
Using these factors as a guideline to determine your USP, write down three benefits your customers would gain by purchasing from you over your competitors. From there, narrow them down to the most relevant benefits for your target market and create a specific, compelling slogan or two-sentence paragraph that can be used to define your brand’s promise. Voila! You have just created your Unique Selling Proposition!
Next week, I’ll discuss how to take your Unique Selling Proposition and carry it through your brand in every aspect of your business, including marketing pieces, customer service and follow-up, so make sure to stay tuned!
P.S.- Learn to better brand yourself at my Train the Trainer workshop this October.