A novel idea is not a synonym of success. Because an idea alone is not enough to make a business productive. You have to go further, and think creatively about what, how, where, when, why and what for we will implement that idea, so that it pays off as a successful business.
Faced with so much competition in products and services, adding one more business could seem destined to fail. However, if your idea already exists it means it is profitable, but that audience is waiting for a true differentiator to look elsewhere: your brand.
Drawing your target audience’s attention should not focus solely on price, because that would be like wanting to be attractive only for “youth and beauty.” And prestige is much more than that. To reaffirm this, I always suggest doing the following exercise: ask two older adults what their favorite brands are and you will notice that the brands that have been on the market a long time are still current, despite not being precisely the cheapest.
Let’s do another exercise. Think of three attributes: creative, brilliant or imaginative. Which of these three alternatives could define your business against your competition? Take your time and choose your option. The correct answer is: none of the above. None of those three words is needed to differentiate yourself from the competition. It is about being logical. Logic works with rules and the contrast of sensible criteria.
Differentiation consists of being the best proposition in your business niche, and that is achieved on the basis of logical arguments. Without those reasons, failure is imminent. If your argument is logical, your chances of triumphing multiply.
Standing out from the competition consists of educating your audience about the purchasing criterion, which must be logically oriented so that the customer chooses your business as the best in its niche. This is only achieved through a unique selling proposition (USP).
Creating the USP can take a little time, but to speed up the process it is necessary to answer the following questions:
- What are the reasons the target audience should pay attention to your brand?.- Set out the reasons your brand should be the first choice in its field, catch attention and be oriented to meeting your audience’s need. For example, if your electricity bill were higher than usual because of air conditioning use in summer, an ad such as “Lower your electricity consumption, this air conditioner reduces 60% of your electricity use” would immediately grab your attention.
- Build your credentials.- If you have a different product you must know how to demonstrate that difference. That action becomes the credentials. Your product is good, so prove it. For example, “Pioneer, the rest is silence,” that is, its sound quality is greater than its competitors’.
- How your brand will change your customers’ lives.- If your potential customers had a problem that your brand came to solve, then how will that change affect their lives? If the answer is encouraging, they will return to your brand again and again. The best part is that they will speak well of you to others and your customer base will grow.
- Study your competition and list the 10 advantages over it.- If you have a differentiated product, the world will harass us with orders. The best products don’t win; only those that stand apart from the rest do. Read and get informed about your competition. Then go back to your product and write down the ten advantages you must highlight and that will lead you to success.
- List the five things the competition should look for in a product like yours.- The competition must turn to look at your product, and the reasons for doing so must be made noticeable.
Answer these questions and put together a text that synthesizes them; in that way, you will have created your USP. For example, in my case, it is:
“Allow me to guide you in the use of communication and public relations so that your brand builds or strengthens its reputation and achieves the leadership it has always sought.
My team and I will accompany you throughout the entire process as if your company were our own. We will build a communication plan that adapts to your particular needs based on a diagnosis, so that your brand will be recognized and your profits will increase.”
Notice the difference between this paragraph and the well-known: “360 Communication for your business,” call us at 55 1932 3459.
With a little patience and a lot of logic, your unique selling proposition will be the differentiator between a successful business and one that fell by the wayside.
