I don’t have to tell you that there’s a lot of advertising on the go.
It’s hard to stand out, and there are a whole bunch of things you should consider before you advertise.
Your Unique Selling Proposition, or USP, is a statement about how you’re different from every other option in your marketplace, including the option to do nothing. If a competitor can say the same thing, it’s not a USP.
The truth is, many practices aren’t unique – they have the same services and do the same stuff as everyone else.
If that’s true of your practice, I strongly recommend you create a differentiator. Business doesn’t gravitate towards the guy or gal who offers nothing interesting, special, or different!
A lot of professional practices that ramp up advertising don’t use unique selling propositions or any strategic messaging – they just buy more advertising. This is the equivalent of shouting something unremarkable, instead of amplifying something memorable.
Don’t be like those people! Most of them are spending a lot of money and not getting much back. You should create a great message first.
Creating a unique selling proposition isn’t usually an easy process. It often takes time and quite a bit of wordsmithing — but I promise it’s worth your attention.
A Prospective Client Interview is a complimentary phone or video meeting. In it, I’ll ask a few questions to determine how I can help you and our next steps.
“Canada’s only education-based marketing consultant exclusively for professionals”
A.K.A. Catherine Crosbie
Proven Marketing for Professionals Inc.