As cliché as it sounds, you’ve got to be unique to stand out. Does that mean that you have to invent something new or do something that’s never been done before? Nope, you can sell baked beans and still stand out a head above the rest.
Your Unique Selling Point
You will have to decide what your Unique Selling Point (USP) is. If you get this early on, you can really invest time and energy into boosting your USP.
Often, the thing that makes your product or service unique is you! Don’t be scared to link your personality with what you are selling. You can go all out and develop with the brand. The internet gives you the opportunity to connect with your target market like never before. If it means posting a few funny videos of yourself using your product or speaking about what you are selling, then do it! People buy from people. Write blogs, post videos, give advice and develop your brand. Be the familiar face people want to buy stuff from.*
If you are terrified to put yourself out there, there are other ways you can develop your USP. For example, if you are selling organic honey online, send your client updates on the status of the delivery “bee” and have the honey delivered by someone dressed in a bee suit. I know this sounds ridiculous, but it’s what makes your product unique and your service stand out. I bet clients with kids will be ordering honey just to see the delivery “bee” at their door. (You can limit this service to one area that is logistically easy for you to cover. Once you have your business up and running, you start to include other areas and hire more “bees”.)
Don’t simply copy competition
When you are starting your business, you look at what others are doing and you try to follow their business modal. If they are successful, then you would be too if you do what they do, right? That is rarely the case. What works for others, might not work for you. Your best chance at success is to be slightly different from the competition, not copy it.
So, how to find your USP? There is no straight answer to that question, my friend. You will have to do some digging and ask yourself what you can do to make your product and/or service unique. You don’t have to reinvent the wheel; just tweak it a little and emphasize that aspect in your marketing!
* Product videos can increase purchases by 144%. (Neil Patel, 2017, https://www.hubspot.com/marketing-statistics)
*Companies that published 16+ blog posts per month got almost 3.5 times more traffic than companies that published zero to
four monthly posts. (HubSpot, 2016, https://www.hubspot.com/marketing-statistics)