If you want to understand what a unique selling proposition is, it might help you to recall one of the phrases we use to describe a multi-skilled person.
Being a “jack of all trades, master of none” is exactly what will happen if you fail to determine your business’ unique selling proposition.
Expert business owners and marketers emphasize the importance of determining your business’ unique selling point before you go full blast with your operations. The dangers of not brainstorming about your business’ unique selling proposition early on can range from greater confusion with your marketing messages to limited success in the market. Need more convincing? The following are the crucial reasons why you should determine your business’ unique selling proposition:
1. It gives your business identity. Once you determine your unique selling proposition, the search for your business’ identity is more or less, finished. Once you know and declare what exactly is that thing that your business stands for, the search for your business’ core feature is completed. Like a birthmark or fingerprint is to a person, your unique selling proposition is something that is specific to your business that differentiates you from the multitude of businesses operating in the market today. It is what gives your business the personality that your customers will know and love.
2. It gives you a clear roadmap for your success. When you figure out your business’ unique selling proposition, many things regarding your business will fall into place for you. Once it is clear to you what your business stands for, all your decisions will be guided by it: what to look for in your job applicants, who to hire, which business activity to prioritize, and so on. In the course of your business journey, your unique selling point will be one of your reliable guides that will lead you to your success. Come crunch time or dilemma situations, your unique selling proposition is something you can always go back to, to help you make the best decision.
3. It makes your business memorable. If you want your business to stand out from competition, you need to devote time and energy to brainstorm about your unique selling proposition. Your company has a greater chance to make an impression and stand out from competition because you have something unique to bring to the table. Failing to determine your unique selling proposition means failing to give your business the power to be memorable for your target market. It means you will be running a “blah” business, with no distinct value offering to your market.
4. It simplifies and improves the quality of your marketing efforts. Determining your unique value proposition is well worth the time and effort investment. Later on, as you are developing your marketing campaigns, your unique selling proposition will guide you in crafting coherent messages to your market. Regardless of what new product it is you are launching, having a clearly defined unique selling point will make it so much easier for you to create compelling messages that are always consistent with your brand’s personality.
Your unique selling proposition is where your business’ identity and to a large degree, your value to your market, can be found. We urge you to heed the experts’ advice and brainstorm your unique selling proposition as early as you can. Focus on your unique selling point. Reinforce it during every interaction you make with your customers and watch your business grow.