The last Ask the Expert addressed what USPs are and how you as an aesthetic practitioner can identify them. Just to remind you a USP (Unique Selling Proposition/Point) is a factor that differentiates a product from its competitors, such as the lowest cost, the highest quality, or the first-ever product of its kind. A USP could be thought of as “what you have that competitors don't.” Now that you have identified your USPs, how do you use them in your messaging and put them into effective practice?
Websites: How to use USPs on the front page in key messaging
To show you exactly how USPs can be used in your key messaging, we are going to look at BACN Member Frances Turner-Traill as an example. For the clinic, she uses a number of strong USPs and we will be looking at where these are visible to potential clients.
Here you can see a prominent USP as soon as you enter the Frances Turner-Traill website:
The placement of this USP is eye-catching and immediately gives the reader a unique fact about Frances as a practitioner, even before they read anything else. Effectively, it sets the tone for the entire website - and therefore the clinic.
Scrolling down the page, we find Frances' introduction to her clinic, which contains four separate examples of USPs:
In just the first sentence, Frances addresses another fact about her career, and also a fact about the clinic's equipment. In the second paragraph, another reference is made to the treatments while also addressing the reader personally, followed by a mention of the clinic team and the time spent training with them. All of these within this small introductory section on the website's homepage already have given the reader strong messages about the clinic and practitioners to build trust. These USPs are a strong attempt to differentiate the clinic from its competitors.
How to share USPs on social media
Continuing with Frances Turner-Traill's key messaging as an example for using USPs, we next take a look at her Facebook page. As you can see, similarly to the website, there is a prominent USP at the top of the page in the header, detailing the success in the My Face My Body Awards:
Further into the clinic's Facebook page, we find the reviews page, where clients can freely and publicly write feedback to Frances. These are a very strong USP and happy clients could also potentially reveal USPs that you had not previously identified.
Like Facebook, Twitter allows you to upload a header/cover photo and again Frances has used this effectively to show another USP:
As you can see, the USPs used in each location are different, but the messaging is still consistent. Twitter and Facebook highlight different awards that Frances has won and the website refers more specifically to the clinic USPs.
On the Twitter profile, another award is referred to in the clinic bio section, meaning that USPs have been used in every possible space.
Instagram and Snapchat:
As Instagram is a more visual platform, it heavily features images more than text. However, there is still opportunity to feature your USPs at the top of the page. As you can see on Frances Turner-Traill's Instagram profile, award success is again referred to as well as the skills of practitioners in one simple sentence:
Snapchat is an ephemeral social media platform, where posts in the form of photographs disappear after 24 hours. You can use Snapchat to share pictures or videos of things such as your clinic - both interior and exterior - treatments, awards, equipment, accreditations, therapists, yourself, and much more. Snapchat also allows you to add text to your images to further engage with viewers.
Magazine Articles featuring USPs
Many practitioners contribute to magazines and journals with their expert knowledge. However, as well as your key information, it is important to also feed in your USPs. For example, Dr Kieren Bong wrote this article about sharing knowledge, but includes a number of strong USPs about himself as a practitioner:
Front of House and Clinic Staff Team
For those staff members answering your calls and engaging with patients on the frontline, you should arm them with at least 5 USPs each about both you the practitioner and your clinic. They will then be able to use these when talking to a new enquirer, effectively promoting your services. Here at AR we ask for this key information when we start working with a new practice and without a doubt, this helps us to convert new enquiries to booked appointments at our exceptional levels.
Using these examples of where to use your USPs, you can now review your marketing campaigns, website, social media accounts, and media to ensure you have your strongest points displayed proudly and prominently.