It's because you are special

Are you good at what you do? Of course you are!

Are your products, services or programs the best? Absolutely!

Is that why people buy from you? No.

They buy what you are selling because you are special. They are buying—or buying in—because you are offering something nobody else offers. Maybe it’s convenience or a better price. Perhaps it's better service. Or a unique program. Maybe it’s good old-fashioned value for money.

That “something special” is called your unique sales proposition, or USP. It defines how your offering is different (read: better) from what they can get somewhere else. It’s the one thing that makes them choose you over and above all other choices, including doing nothing. And, whether your target markets know it or not, they are always looking for it.

Do you know your USP?

And once you know it, do you tell people about it? You should. In fact, it should be one of the cornerstones of your entire marketing and communications strategy.