What’s your USP?
On of the first things to decide before you even think about putting your business online is to decide what your USP is. Your USP will form the main theme running through your website, and other marketing activities, both on and off-line.
USP – Unique Selling Proposition
The unique things that a business offers to its customers that make it stand out from its competitors
Sadly many businesses appear not to have given a moment’s thought to their USP as the following story illustrates.
Here in my local town, Tenbury Wells in the Welsh borders, things tend to be a little bit behind the times, particularly so when it comes to local businesses. This is not a prosperous town, or even a prosperous area, so small traders need to do all they can to generate business just to stay afloat.
I noticed that over the recent Easter period, the local High Street traders have organized a poster campaign aimed a persuading people to “support your local shops over the Easter holiday period”.
Incredibly many of the shops have their ”support your local shops” posters displayed alongside their list of Easter opening hours showing that the shops are closed on Good Friday, Easter Sunday and Easter Monday. A few are even closed on the Saturday afternoon.
The main thing that these local shops have going for them, in other words their main USP, is that they are convenient. I don’t have to drive 20 miles to buy a box of screws or to buy pet supplies, and I don’t mind paying a little bit extra for that privilege.
So I ask myself, if convenience is their USP, why do they make it inconvenient for me to buy from them? Do they know what their USP is? Have they given any thought to it? I don’t believe they have. I think many small businesses simply set up shop and go through the motions without any thought. The same it true for many small business’s websites.
So, if you are looking to put your business online, decide what your UPS is before you do anything else.