There is something that I have talked about on several occasions here on this site, as well as in the Doba newsletter. In fact, it was one of the very first things I talked about shortly after joining Doba a couple of years ago.
Even though I’ve discussed this prior to, it’s always worth bringing up again.
I want you to ask yourself a question regarding your business. Are you unique? And what is unique about you or your business?
If somebody were to ask me that same question in regards to Doba, I would say that we offer access to more products and more suppliers than any opposite drop shipping service.
This unique thing about your business is what marketers refer to as your unique selling proposition, or USP.
Your unique selling proposal is in what manner you separate yourself-in the eyes of your customers-from your competition. In essence, it’s the reason you give your customers to buy from you relatively than the competition.
So what is your unique selling proposition? If you haven’t given it any thought before, what would you like it to be? If you said, “To have the absolute lowest price,” you should do some more thinking. That is one of the worst USP’s you could possibly have.
Having the lowest price simply means you make less money, and that cut in profit affects more than just your bottom line. It affects all aspects of your business, such as the inability to provide proper customer support (because you can’t afford it), increase new and innovative tools for your site, demeanor usability tests, and so forth. Your business will begin to appear more and more like a fly-by-night store in some measure than a legitimate company that can instill trust in its customers.
There’s no mode of procedure around it. Running a business costs money. Running a business well costs even more money. Don’t let your business go under trying to be the low price leader. Instead, find a unique selling proposition for your business and do that one thing better than anybody else, or better yet be the only person that in part does it!
at this point’s a personal example of a unique selling proposition I came up with when I ran a retail computer business. My USP was to offer home delivery and setup of newly purchased computers. Furthermore, I would offer on-site tech support.
I never did it because it simply cost too much. The solution was to charge for it. But I never did that because I didn’t think that anybody would pay for it. In a world where every computer reseller offered free support over the phone, why would anybody be willing to pay for on-site support?
Well, have you ever heard of Geek Squad? The founders of Geek Squad had the same idea I had. The difference is they comparatively implemented their idea. Now they are running a successful and thriving business. And a big reason for their success is they found a unique selling proposition that would elevate them above the competition.
The lesson at this point: don’t be afraid to be unique! Embrace your uniqueness and watch your business grow.
Read some great examples of companies that have successfully marketed their USP.
Related posts:
July 4th, 2011 on 10:37 pm
Your ability to write about these types of data is just the thing every one of us need. Through revealing your knowledge you help other folks through revealing your very own insights. And I’ll inform you now your writing aided me personally.