Being Unique is Worthless
James Newell
B2B founder? Hard to explain offering? Go from CONFUSION to CONVERSION with a Clear Sales Message?
If I hear the term USP one more time I might be sick.
But I guess it's here to stay.
The problem I have is the word "unique"
Why?
Because being "unique" is inherently meaningless and worthless.
What matters in business is why anyone should?CARE?about your offering.
Instead of USP, think what's your ENGAGING selling point? (ESP)
Being unique isn't always a benefit- sometimes it can actually be dangerous.
Staying close to what matters to your buyer is how you engage buyers and differentiate in a meaningful way.
Why anyone should care about your offering and why they should choose you is one of the most commercially viable tools you can create and refine.
There are two things you need to do here:
1 - Forget standard features.
Being professional, reliable and affordable are expected. Being trusted, passionate or hard working are equally as dull.
These aren't things we want, these are things we?expect?and things that your competitors can claim to offer to - which negates them as differentiators.
2 - Focus on what ACTUALLY matters to your buyer.
Your buyers are?seeking a destination, so you need to engage them along those lines. Can you get them to their end result faster, help them make or save time or money or have an edge? What's the problem you solve, the?trigger?you eliminate and the end result you deliver?
What would your buyers actually care about? What would matter to them?
THIS is where you need to place your focus.
Not sure of your USP? (!)
Struggle to differentiate from the competition?
There are 48 strategies you can follow Click here to find out more
Until next time
Engagement creates Belonging ? builds Resilience ?? Design Thinker ?? OD Consultant ?? Trainer & Workshop Creator ?? Culture Strategist & Habitat Composer ?? Nationally Recognized Mental Health Advocate
1 年"Here's where I perceive you want to be. Here are the things that seem to be obstacles. I can get you there." I really value how you break down the work, James