If there is something I have always loved and enjoyed, that will be animation. I was that one girl who, while everyone was looking at the new soap opera (cuz Latinos), was catching up with things like Phineas and Ferb, Fairy Odd Parents, and Steven Universe.
Yup, I was that teenager, and I AM that adult ðŸ¤
There was this one episode of Fairly Odd Parents—for the ones who do not know what that is, it is a cartoon about a boy who has Fairies that grant him wishes—in which Timmy, the main character, wished for everyone to be the same after an incident he had with a bully and his bully father. Thanks to this, everyone ended up turning into gray blobs.
At the end of the episode, two things happened: the bullies were still bullying as—despite the fact they were all the same—they still believed they were superior and he got the whole city mad as he ended up trying his best to look different for his Fairly Odd Parents to notice him and revert the wish.
I know that sounds like the most random thing to talk about on a marketing blog, but the lesson here is simple: differentiation is important.
What Makes You Different
Look, unless you are a scientist and have invented something that has never existed, chances are, other businesses out there offer services or sell products similar to yours—and no, this is not me trying to make you feel like you are not special, it is just the facts—and clients might not even know the difference between you and the others.
The key question you need to ask yourself is: What makes you stand out in the crowded marketplace? Take realtors, for example: in essence, if you want to buy a house, any realtor will do, no? Whenever you are looking for a realtor, what makes you call some and not others? What makes you stick with a particular one instead of another?
This differentiation is what catches the eye of potential customers and keeps your existing ones coming back. That one thing that makes you different from all the rest is your Unique Selling Proposition.
What is a Unique Selling Proposition?
As defined by our friends at Shopify, a Unique Selling Proposition (USP) is the unique benefit that makes your business or product better than the competition. It’s a short sentence or two defining the specific and clear benefit that makes your business stand out when compared to others in your market.
For example: there are a ton of marketing agencies out there. What makes Luna different from others offering the same services? Our focus on small businesses. If you follow us on any Social Media, chances are you have read our little statement:
“Luna is a female-owned digital agency looking to help small and micro businesses reach the correct audiences and build an ✨online presence✨”
What makes Luna unique and valuable it’s not just our level of service but the fact that we understand small businesses and startups making us a great option over the competition.
How Do I Craft a Unique Selling Proposition?
For starters, have a business 😊
Once you have your business set up and know which products or services are you going to offer, you can focus on the following steps:
1. Identify Your Strengths
Take a good look at what your business does exceptionally well. Is it your customer service, or your product quality, or your innovative approach, or perhaps your brand story? List these strengths and consider how they solve a specific problem for your customers.
2. Understand Your Audience
You can have great strengths, but if you do not understand what your audience struggles with, chances are you won’t be able to resonate with them. What are their pain points, needs, and desires? Tailor your USP to address these aspects directly. If you can show that you understand and can meet their specific needs, you’re already ahead of the game.
3. Analyze Your Competition
A good way to start anything is to understand how others are doing it. Research your competitors. What are they offering? How do they position themselves in the market? Find the gaps in their offerings that you can fill.
4. Highlight Benefits, Not Features
I am sure you’ve heard this more than once. It’s important to know the features of your product or service but being honest, it’s the benefits that truly resonate with customers. Focus on how your offering improves their lives or solves their problems.
5. Communicate Consistently
Repeat it once, repeat it twice, say it a hundred times. Once you’ve identified your USP, make sure it’s communicated consistently across all your marketing channels. Whether it’s your website, social media, or advertising, your USP should be clear and compelling, creating a cohesive brand message.
Making yourself different on an ocean full of gray blobs can make the difference: blending in won’t get you noticed, but standing out will.
Put yourself out there and ✨SHINE✨
