How do I use my USPS to help me to stand out from the crowd

In our last blog, we explored what USPs are and how to go about identifying them.  Once you’ve chosen the ones that you believe will set you apart from your competition you then need to consider how to use them in your messaging and put them into effective practice, here are some suggestions.

When prospective new clients are searching for a treatment provider their main source of information will probably be one of the following: The clinic website, Instagram, Facebook or a referral.

It’s important that you use your USP’s effectively in these places, let’s take a brief look at:

Websites:  It is important to start by looking at how you’re going to use your USPs on the landing page (front page) of your website in key messaging.

Instagram:

Without a doubt, Instagram is a key platform in our sector for engaging with people. Instagram is a more visual platform that heavily features images over text, however, there is still an opportunity to feature your USPs at the top of your page, starting with your bio. Consider picking several key statements about your clinic to lead with such as award success, high-profile lead practitioner, clinic’s speciality, profile in the media

Facebook:

Consider the use of a USP in a prominent position – for example at the top of your profile page as a header.  Further into your Facebook page, there are reviews, where clients can freely and publicly write feedback. These are a very powerful USP and comments from happy clients also have the potential to reveal USPs that you may not have previously identified.

Twitter:

Like Facebook, Twitter allows you to upload a header/cover photo along with a bio/statement, which can be used effectively to show another USP.

Snapchat:

Snapchat’s an ephemeral social media platform, whereas posts on the form of photographs disappear after 24 hours and is generally used by young people to interact with one another socially – as such it’s probably not an ideal platform for you to showcase your practice.

Before I sign off I’m going to highlight the fact that there are a few other opportunities to use your USP’s that can help to make you stand out from the crowd, for example:

Magazine Articles featuring USPs:

Many well-established practitioners now contribute to magazines and journals with their expert knowledge. In your bio, alongside your key information, it’s important to also feed in a key USP, such as your treatment specialities.

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 the USPs you’ve identified regarding yourself, the treatments and procedures you offer and the practice. By equipping your staff with your USPs it’ll enable them to use these when talking to a new enquirer, ensuring a more effective promotion of your services.

Appreciating this is an express overview of using your USP I hope you’re already thinking of ways that you stand out from the crowd, and that you find ways to use your USP’s effectively whether in your marketing campaigns, on your website or on social media accounts, ensuring you’ve your strongest points displayed proudly and prominently.

Here at Aesthetic Response we always ask new clients to provide us with their key USP’s for our team to work with, and we then regularly review their social media and website to identify any new ones that we can also use effectively during our communications with potential new clients.

We’ve recently created a short course module, sharing our years of experience identifying and using USP’s, to help clinic owners and staff members harness this powerful tool.

For further information please email clientservices@aestheticresponse.co.uk or call us on 0191 720 3044