Following our first Ask The Expert Blog I have been asked to explain what USP’s are, and why they are important...

A USP is what advertising and marketing professionals call a "unique selling proposition" (USP).

To explain this further here is a definition of a USP...

A 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."

The factor or consideration presented by a seller as the reason that one product or service is different from and better than that of the competition.

Basically USP's are a valuable marketing tool that you can use in all forms of communication, for example in conversation with potential new clients on the phone, in consultation, via newsletters, on your website and facebook pages.

You need to be able to pinpoint what makes your business unique in what is becoming a highly competitive market place. The reality is that very few businesses are unique, just look around you: How many competitors do you have within a 30 minute drive time? How about a 15 minute drive time?

  • Take time to identify your competitors
  • What are they saying about themselves on their websites?

Identifying your own USP's requires some serious thought. One way to start is to take a look at how other practices use their USPs to their advantage. This requires careful analysis of other practitioners' websites and marketing messages.

A further tip is that USP's can relate to the practice, practitioner and the treatments on offer, in other words they don't all have to be about you as an individual.

If you haven't already done so take some time to consider what your USPs are, and how you can utilise them to attract new clients.

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