Marketing Mistake #1; Failure To Let Your Prospects And Customers Know The Unique Benefits They Get From Doing Business With You And Not Your Competitors
We spoke previously about the failure to let your Prospects and Customers know the unique benefits they get from doing business with you and not your competitors and how you need to develop your Unique Competitive Advantage, or UCA.
This concept goes under many different names. You may have heard it referred to as a “USP” (Unique Selling Proposition), “USA” (Unique Selling Advantage), “PDF” (Personal Differentiating Factor), “SOB” (Statement of Benefit), “UPA” (Unique Purchase Appeal, PDF (Personal Differentiating Factor), or any number of others descriptive names.
Whatever, the name or what you call it is really not that important. What’s important, is that you choose to define your unique factor, as it’s one of the most critical, yet most often overlooked marketing tools in business today.
Without a clearly defined factor that differentiates you that sets you apart from everyone else who offers the same (or similar) products or services as you, your business will be no different than any other business your clients or prospects will encounter. So there will be no reason for others to do business with you rather than your competitors.
A well thought-out, carefully identified UCA can differentiate you and your business and make you stand out from your competition as unique, different, and special. The business enterprise that’s most desirable to do business with.
Coming up with your own UCA doesn’t have to be difficult. It’s simply a matter of identifying what you have to offer your clients, customers or prospects beyond what the product or service is.
Let’s say you’re involved with a product or service that is so similar to others in the marketplace, that there is no significant difference between them. In that case, your UCA must be something you or your firm or business can offer, exclusive of the features or benefits of the product or service you sell. Show your prospects and clients very clearly how much lower, how much better, how much superior, how much of an advantage they’ll get by doing business with you. Be Specific!\