Today I have some food for thought. My question for this blog post and for you is, "What's so special about your business?" If that sounds like a challenge, it is. I'm challenging you to answer this question because not answering it could mean the ultimate failure of your business. Let me explain...
What I'm really asking here is what separates your business from the pack of businesses that sell something similar in your marketplace. What makes you different? Why should I choose you?
In marketing language, we call this a Unique Selling Proposition (USP), and every business needs one. Your USPis the most important ingredient in your marketing because it's what makes you stand out from the crowd. It's why your customers should choose you and not your competitor.
A USP can also be a useful way to help your business out of a slump or help you take a quantum leap in your business.
The key to developing a good USP is answering this question succinctly and accurately. You need to be succinct because your USP needs to be clear and memorable. And you need to be accurate because your USP should be true (not something forced and not something you can't deliver).
Spend just 15 minutes brainstorming your USP today, even if you think you already have one. This is an exercise every small business should complete at least a few times per year.