entrepreneurs compete for business alongside
others offering the same or similar services.
Some sectors of business are very crowded
making it difficult to make inroads, particularly
for those establishing a new business.
what can we do to create some stand-out?
How do we get noticed when surrounded
start by looking a little more deeply
into the benefits of standing out from
the crowd. By having a point of difference,
we are in effect generating an area of
specialisation. Used and developed properly,
this will give us what the jargon lovers
call our USP, or Unique Sales Proposition
- in other words an answer to the question:
"Why should I use you as opposed
to anyone else?"
specialising in some way (more on that
in a minute), we create a reason for others
to take note. This in turn (depending
on who the 'others' are) can lead to an
increased likelihood of press/media interest,
can contribute to word of mouth promotion
and subsequent referrals, and contributes
greatly to the clarity of message we use
in our marketing.
not hard to see the value in standing
out, the question now is: How?
a start we need to be realistic. Making
a big song and dance about what you see
as your USP will only work if your potential
clients and customers believe what you're
saying and if you're addressing an issue
that is important to them. Stay away from
the obvious. Saying you're 'the highest
quality' or 'the quickest' or 'the cheapest'
is hardly the language of uniqueness and
is unlikely to set you apart from your
competitors. Look closely for uniqueness.
a good place to begin may actually be
to look outside of your business. You
may consider your ethnic background, or
your interests and hobbies afford you
some uniqueness. For example, you may
have a tremendous grasp of cultures and
traditions that would impact favourably
on projects that involve import or export
issues. You may be an accomplished sportsperson
and use this to emphasise your team skills
or your practical knowledge of the finer
points of competition.
here we need to expand and delve further
to see what it is that truly makes our
business offering unique. Probably the
best way to tackle this is to elicit feedback
from our past customers and those around
us. Try posing the question: "What
makes me unique?" and listen for
signals that may point to something you've
search for uniqueness often results in
the exposure of simple, yet powerful pointers.
Bring these to the fore and you'll be
well on the way to creating memorable