Are you comfortable about standing out in a crowd? When it comes to good marketing, and attracting more clients; it is essential that you stand out, and that you are seen as different to other businesses similar to yours.
When you are clear on your uniqueness, you can communicate that to the clients that matter most and attract more bookings. What you need to be clear on is your ‘unique selling proposition’ or USP. Put simply this is a statement that differentiates you from others offering a similar service. Now this doesn’t mean that what you offer is different; but it does mean that how you communicate what you do is different.
Let me explain that.
Where I live there are quite a few gyms competing for clients who want to get fit for the summer. They all offer exercise equipment; all offer personal training sessions; and all offer friendly service! So how can they differentiate themselves from one another? Well...
-At the ladies only gym you can exercise in comfort with women just like you
-At the 24 hour gym you can visit anytime that it suits without annoying queues
-The fitness club is a great local meeting place for people who like to stay fit
-Down the road is one-on-one personal service with a focus on results
See what I mean? Essentially they are offering the same product, but by communicating it differently they can all have a piece of the pie, without the need to have a discounting battle.
Where to start with creating your own USP
*Know who your clients are and what they want (for more on this refer to last weeks newsletter on how to find your niche)
*Research what other alternatives there are out there
*Make a list of what is unique about you
*Select some criteria that differentiates you from messages others in your industry send
*Craft a statement that includes your unique attributes
Important points to remember
*Specialise
*Speak from the clients point of view
*Speak to the clients problem
*Offer a solution
*Emphasise why you are the right choice
For example: you might be a naturopath who offers natural solutions to health problems. But you can differentiate yourself by choosing a specialty such as:
“Helping women survive menopause with natural clinically proven solutions”
“Restoring sanity to your family with ADHD diets that your children will love”
“We give you every chance possible to conceive naturally before needing to consider invasive fertility treatments”
See how powerful it is! To attract clients, you must stand out, differentiate and specialise. Not sure? Ask your clients why they chose you! Next week we will explore more ways of standing out as an expert which always attacts more people to your product or service. Until then…..
Have a great week!
No comments:
Post a Comment