If You Can't Communicate Your Difference, You'll Die!

Written by J. Craig Mecham

Thursday, 03 April 2008 18:54

This article will explain why a Unique Selling Position (USP) is critical to your success. Your marketing exists in a confusing and complex world. Think for a minute about how many choices you have as a consumer in just about any product category. Its not unusual to have dozens, if not hundreds or even thousands of alternatives when you're shopping for a product or service.

If you doubt me, just jump on the Internet and see how many businesses would love to sell you a pair of shoes or a briefcase or a shirt. My guess is that your alternatives could number in the thousands.

Isn't that how it should be? You're bound to like it if you're the consumer. But those of us who make a living marketing products and services will find it a challenge. What is a marketer to do in order to survive?

If Your Advertising Doesn't Make You Different, You've Missed the Mark. The first thing your advertising must do is show your customer how you're different from everyone else. I was consulting with a small business client the other day and we went to the yellow pages for her product category and saw a perfect example of how advertising should not be done..

We found pages and pages of ads--all so much the same that you could literally substitute one company name for another and not have to change the ads at all!

This was obviously a problem for all those companies--but an opportunity for my client! He (or she) who differentiates--wins!

When there are no apparent differences customers will decide based on price. So what happens when customers are faced with hundreds of choices and dont see any difference between one business and another? The only thing left to compare is price, so that's how they make their choice. If you haven't shown that you're different, price will be the deciding factor for your customers too. That's not the best thing for you and your business, and this might surprise you, but it's not good for your customer either--especially if your value is best recognized by establishing a long-term relationship with the customer. Business you get because you have the best price will go somewhere else as soon as they find a lower price. You may be the fastest gun in the West. But no matter how fast you are, there's always someone faster. That's a dangerous game. It's much safer to differentiate.

If you can differentiate yourself, you can charge higher prices. Companies who can communicate their important differences to their customers can justify charging higher prices. The cheapest product or service does not always win the business. Consider this. No one will buy the cheapest product or service every time. Even if you're a world class tightwad, you can differentiate between bruised and fresh produce. You'll pay a higher price for the non-bruised produce. Certainly!

Aren't your customers just the same? Yes. Obviously, you must be charging a reasonable price, but if you have established an important difference in your business, customers will pay extra to receive that benefit.

If you want more sales, better customers and higher profits, just find the important attribute which makes you different from you competitors. Then make certain you're telling your potential customers about it.

About the Author:

The author, Craig Mecham, is the founder of of The Mecham Company The Mecham Company, a marketing consulting firm. With two decades success in Business to Business Marketing and promotions, Mr. Mecham counsels with under performing businesses.

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