There are a lot of aspects about your business to consider when creating messaging for your brand. But one of the most important questions to ask yourself when you’re considering how to position your brand is: what makes me different?
No matter your industry, the marketplace is competitive. I’m not the only qualified copywriter in the country—or even in my immediate area. So, simply branding myself as a copywriter and hoping my ideal clients find their way to me doesn’t cut it. If I want to stand out, I have to let my audience know what makes me different. For me, it’s my thorough approach to understanding you and your business as a whole, stepping into your shoes, and giving your brand a voice that actually sounds like you. This differentiator is the inspiration behind my tagline: “Words that convert. A voice uniquely yours.”
In marketing speak, we call this differentiating statement a company’s unique selling proposition (USP). It’s the thing that “makes your business unique in a world of homogeneous competitors” (Entrepreneur.com).
So, how do you do that effectively? Here’s a little exercise that may help you determine what makes you different in your industry.
Let’s Figure Out What Makes You Different:
- List the problems your ideal client faces. Then the specific ways your company solves those problems.
- From that list, determine the things you are particularly good at. Try to narrow it down to a few main attributes of your company that you really feel strongly about.
- Figure out why your past or current clients chose you over your competition. Give them a call or send a quick email just asking a very simple question: why did you choose me? Their answers can help you determine what factors play the biggest role in converting clients. This step is especially helpful if you’re struggling to figure out what you’re truly best at.
- Now take a look at some competitors in your industry. How are they positioning themselves as solution providers to your target audience? Which of your strong suits can you use to differentiate yourself from these competitors?
- Once you determine your differentiating factor, make sure you love it. This is key! You want to position yourself as an expert in something you are exceptional at. And you want that unique factor to be something your business can stand on for a long time.
Hone in On Your Specialty & Ignore the Distractions
Once you know what it is, your unique selling proposition should be a focal point of your branding. Consistently showing your audience your best side is crucial to establishing yourself as the expert in your field. Don’t get distracted by the shiny new things other people in your industry are doing. Too many creatives and entrepreneurs try to be all the things to all the people—and that can be their downfall. Continue to focus on what you do best for your clients, and they will continue to come to you for your expertise.
Need Help with Your USP?
Need some fresh eyes on your business to help you determine what makes you different? I’d love to help! Let’s chat and see how we can best position your biz to get in front of more of your ideal clients.