Shout about your difference

Many businesses have well thought-out USPs and stand head and shoulders over their competitors for what they offer. But all too often I see people get shy about advertising their difference, sometimes even staff don’t know what the company’s USP is. If we don’t shout about it, nobody will know and we’re less likely to have successful businesses, especially if you are in a saturated market. Here are some tips to get you started in broadcasting your differentiators.

Talk about it

Meaningful conversations are important to humans and ones about business are no exception. Imagine a get-together of sorts and when someone asks you what you do, you can talk about what makes you different. To make it even easier for you, here is a sentence to set you up: “what makes us different from other (add your particular line of work) is that we (add the thing you do differently), so our customers get (add what they get). Simple as that, and it makes for a more interesting conversation than “I own a…business”.

Here’s something I often use: “What makes Grant-Jones different from other accountants is that we partner with our clients to grow their business and that means our clients can speak to us when they need to and have expert financial advice on hand at any time”.

Write about it

Don’t make your customers work hard to find out your USPs on your website. Have them front and centre on the homepage. The wording should address the customer, telling them why you are the best company for them. Stress your values and leave the list of services for another page. Emails are a good place to advertise too. It can be in the language you use and embedded in your signature at the bottom too. 

During the sales process

Talking to a potential customer about your USPs has two benefits. You can take the time to explain what is different about you, rather than just get a quick sale. The process also removes people who don’t share your values much quicker too. Every purchase provides an opportunity to offer information about your business, so make use of invoices and follow up emails too.

Ask your customers for help 

Testimonials and reviews are the perfect opportunity for you to shout about your differentiators. A simple after-sales form to fill in, as well as gleaning information from conversations, are two ways to make others aware of how innovative you are.  

Then, if you get positive feedback, don’t be shy about asking “Would you write us a review?” or “We’d love a video testimonial. Can we arrange a date to film one?” If they say yes, make the process as easy for them as possible – if you simply leave them to get on and do it, they may well never get around to it. So, share the link to your Google page, send them sample questions to answer for a testimonial and do all the organising to get the testimonial sorted and in place. 

If you want more help in growing a successful innovative business, contact us today.

Fiona Grant-Jones

As a Management Accountant, I have a proactive focus on the future. I enjoy working with business owners to improve performance through management accounting and forecasting techniques. My knowledge of Tax and Tax planning has supported me in offering a more complete service to our clients. My interests span from the ones that my mother approves of, such as needlecraft and papercraft to the ones she is not so keen on such as scuba diving and skiing!

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