This is a question many business owners can't answer. But for business success identifying what makes you unique is critical.
Your uniqueness makes you different from your competition. It is your Unique Selling Point, USP. It is the basis for your brand. You use it for marketing. It's what you build your business around. USP builds your business quicker and faster.
Identify your USP
So what does make you different? Start with a blank piece of paper. Make a list of what you see as your strengths and weaknesses. Consider not just services, but your own attributes.
Next, take another sheet and make a list down the side of similar businesses near you. Across the top make columns: offers, strengths, weaknesses, opportunities.
Visit each of your possible competitor's website and Facebook page. If they don't have one - that is a weakness. Write no web or no Facebook in the weakness column.
What services do they offer? Note these on your chart. What are their strengths? Do they have long hours? Do they work evenings, early mornings? How do clients make appointments? Are they service oriented or experience oriented? Who is their target market? Do they even have one? Make lots of notes.
Then go back and look at your business. How do you compare? What do, or could you do, that they aren't? These are opportunities. Note possibilities in the opportunity column.
Is there something no one in your area is offering? Do you get requests for this from clients? Is it something that could bring clients back regularly? You could make this your unique offering.
Sit down with your favorite hot beverage (it is cold outside for most of us). With a fresh piece of paper, think about the service or part of the industry you are most passionate about. Jot this down. Is it something you can convert to being unique? Is it something that will attract clients? Explore possibilities.
Identify your ideal client
What kind of client would it attract? Who are they? Where do they live? What is their age? Male or female? This is your dream client. Maybe you already have one. Describe them in as much detail as you can.
How do they find out about you? Do they read the paper? Facebook? Instagram? Google searches? Are they locals? Visitors? This gives you marketing clues.
Having trouble figuring it out? Email me or call 541-543-3070. Coaching is what I do. [email protected].
Judith Culp Pearson receives three top honors at the annual Society of Permanent Cosmetic Professionals in Ft. Worth, Texas - October 7-9, 2023
For Your Continued Service & Dedication
In Recognition and Appreciation for Contributions to the Society of Permanent Cosmetic Professionals Member Education October 2023
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