A novel idea is not synonymous with success. Because an idea alone is not enough to make a business productive. You have to go further and think creatively about what, how, where, when, why and what for we will implement that idea, so that it pays off in a successful business.
With so much competition among products and services, adding one more business might seem destined to fail. However, if your idea already exists it means it is profitable, but that audience is waiting for a true differentiator to look the other way: your brand.
Attracting your target audience’s attention should not focus only on price, because that would be like wanting to be attractive only for “youth and beauty”. And prestige is much more than that. To reaffirm this, I always suggest doing the following exercise: ask two older adults what their favorite brands are and you will notice that those brands that have been on the market a long time are still going strong, despite not being exactly the cheapest.
Let’s do another exercise. Think of three attributes: creative, brilliant or imaginative. Which of these three alternatives could define your business over your competition? Take your time and choose your option. The right answer is: none of the above. None of those three words is needed to stand out from the competition. It is about being logical. Logic works with rules and the contrast of sensible criteria.
Differentiation consists of being the best proposition in your business niche, and that is achieved on the basis of logical arguments. Without those reasons, failure is imminent. If your argument is logical, the chances of triumphing multiply.
Standing out from the competition consists of educating your audience on purchase criteria, which must be logically oriented so that the customer chooses your business as the best in its niche. This is only achieved through a unique selling proposition (USP).
Creating the USP can take a little time, but to speed up the process you need to answer the following questions:
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What are the reasons the target audience should pay attention to your brand?
Set out the reasons why your brand should be the first choice in your field, catch attention and be geared to meeting your audience’s need. For example, if your electricity bill were higher than usual because of air conditioning use in summer, an ad such as: “Lower your electricity consumption, this air conditioner cuts 60% of your power use”, will catch your attention immediately.
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Build your credentials.
If you have a different product you must know how to demonstrate that difference. That action becomes your credentials. Your product is good, so prove it. For example, “Pioneer, the rest is silence”, that is, its sound quality is higher than that of its competition.
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How your brand will change your customers’ lives.
If your potential customers had a problem that your brand came to solve, then how will that change affect their lives? If the answer is encouraging, they will come back to your brand again and again. The best part is that they will speak well of you to others and your customer base will grow.
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Study your competition and list the 10 advantages you have over it.
If you have a differentiated product, the world will besiege us with orders. The best products don’t win; only those that stand out from the rest do. Read up and learn about your competition. Then go back to your product and write down the ten advantages you must highlight and that will lead you to success.
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List the five things the competition should look for in a product like yours.
The competition must turn to look at your product, and the reasons for doing so must be made noticeable.
Answer these questions and put together a text that summarizes them; that way, you will have created your USP. For example, in my case, it is:
“Allow me to guide you in the use of communication and Public Relations so that your brand builds or strengthens its reputation and achieves the leadership it has always sought.
My team and I will accompany you throughout the whole process as if your company were our own. We will build a communication plan tailored to your particular needs based on a diagnosis; that way, your brand will be recognized and your profits will increase”.
Notice the difference between this paragraph and the well-known one: “360 Communication for your business”, call us at +511 952 183 609.
With a little patience and a lot of logic, your unique selling proposition will be the differentiator between a successful business and one that fell by the wayside.
