Turning Uniqueness Into Sales

If you consistently display and deliver your uniqueness, whatever it may be, then that's what your reputation will become. You will stand out and you will become known for your unique quality.

In a marketplace rife with competition it can be really hard to stand out and appeal to one's target audience. But every business has a unique quality which marketing consultants call a "unique selling proposition" (USP).

It is this quality that sets your business apart from your competitors. There will be something that is unique to your firm that makes you special, or makes your product or service more appealing to your target audience, than anything your competitors have to offer.

Some businesses define their USP in terms of their values. Others articulate it as the company tagline or marketing slogan. Uniqueness is what makes a business stand out. Your USP is that special quality or unique factor that you have to offer clients - and you should consider how to emphasise this quality and advertise it through your marketing activities.

American marketing expert Robert Middleton suggests the following unique qualities that businesses may possess:  

1. Superior knowledge
   
   
2. Unusual responsiveness
   
   
3. Quirky uniqueness
   
   
4. Extraordinary specialty
   
   
5. Stunning variety
   
   

Superior knowledge 

Some businesses find it very hard to identify their USP. Often they may overlook their greatest achievements and superior qualities. Knowledge can be a very powerful USP.

Have you ever been on a holiday where the local tour guide knew their facts and totally impressed you, and you knew within a minute that you were in the hands of an expert?  That's superior knowledge.  

If the knowledge that the partners and staff in your firm have is your USP, then you need to consider how you will promote your USP and communicate your expertise to your target market. 

You may need to consider:

1. Publishing articles or whitepapers,
   
   
2. Delivering presentations,
   
   
3. Speaking at conferences,
   
   
4. Using your website as a medium to convey your knowledge and expertise to target audiences.
   
   

Clients are seeking expertise from business professionals and you can't just hope they will guess how knowledgeable you really are.  You need to demonstrate it.

Unusual responsiveness

When businesses go above and beyond client expectations to deliver results for clients, or to enhance the experience for clients, then that's unusual responsiveness. We have all probably had some kind of experience where a service provider 'wow'ed us with their delivery, style, attention to detail or desire to please. When clients receive exceptional service and benefits which they weren't expecting, they feel special. 

Your USP can make your clients feel special. Clients who invest thousands of dollars with your firm every year are more likely to refer your services onto their colleagues, return for additional services and not complain about fee increases, if your service is exceptional.

Quirky uniqueness

It's hard to define quirky uniqueness, but some people manage to reflect this in their businesses. Depending on the nature of the people at the helm of your business, and on your target audience, you may find that your target market appreciates and responds to a quirky uniqueness. 

Some businesses choose to let their quirky uniqueness show through their:

• Office premises,
  
  
• Benefits to staff (paintball, get-togethers, bridge climb, working from home/beach, etc),
  
  
• Working environment, and
  
  
• Corporate functions.
  
  

Other businesses use their websites to demonstrate the quirky uniqueness of the staff and highlight personal accomplishments as well as professional ones. Businesses don't have to be whacky to display unique qualities that may be classified as "quirky". Think outside the square and have fun at work.

Extraordinary specialty

If your firm is known for being the very best at a particular task or in a particular area, or servicing a niche audience - that's your extraordinary specialty.

If there is a particular area of expertise that you or someone in your firm possesses, that sets you apart from your competition, then you should play to that strength. You should:

1. Identify it,
   
   
2. Develop it,
   
   
3. Decide how to package it, and then
   
   
4. Promote it to your clients.
   
   

Stunning variety 

Another avenue that you may decide holds your USP, is the variety of services you offer. Larger firms often have several departments catering to all the professional needs of businesses. This may be your USP. If you offer a comprehensive range of services in a particular area, or just offer a wide variety of services then you have a stunning variety. 

Some clients like a one-stop-shop for services, rather than going to several service providers.  If you cater to your client's needs by offering a broad range of services, or a few services to meet a broad range of client needs, then you're offering a stunning variety.

It's not believable for businesses to say that they posses all of the above qualities - unless perhaps they're a major global player. So identify a category where you think that your business may fit with regard to your own unique quality or USP, and then consider how you can develop and promote that quality for your firm.

Rebecca Laskary, Director, Profile Public Relations. Rebecca is a communications specialist whose career has developed rapidly through a number of positions in the corporate, non-for-profit and public sectors, in Australia and overseas. For further information please Email: contact@profilepublicrelations.com.au or visit the Web site: www.ProfilePublicRelations.com.au
First published: 30 October 2007.
Last updated: 30 October 2007.