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To stand out from the crowd, your company needs a unique selling point or USP. This is the difference between you and your competitors. It helps you stand out in your industry. 

 

The key to making sales and attracting a strong consumer relationship is to understand what you can offer and what the client needs. Don’t assume the consumer will know what your USP is, they need you to tell them. 

 

The first thing you need to do is find out who your target audience is. Once you understand this, you can work out why they buy products or services like yours. Consumers tend to keep things simple. They will research by looking at a few key things: The best water troughs and feed solutions, the cheapest water trough and feed solutions, the toughest water trough and feed solutions. Knowing this will help you to highlight and communicate your USP better. 

 

You need to work out what your target audience needs from your services. The most common demands and needs of a consumer are; time, quality, trust and expertise. You can explore all of this with a robust market research plan. Where you take a representation of your audience, split them into demographics and then ask them simple questions about what they want and how they feel about elements of your sector. Companies that perform market research can often reach their client’s expectations better. They will understand how to communicate this message through social media, print and any other form of advertising and marketing. 

 

You also need to research your competitors. Spending time analysing other companies can help you identify what is missing in your marketplace. You don’t want to spend time and money, promoting a USP that isn’t actually very unique. So make sure you are confident no one else can match this service.

 

A USP can be communicated through your company branding and website too. Sit down with your marketing team and ensure you are sending the correct message through all of your media platforms. You should promote the USP at all times; however, this can be done through varying subtleties. 

 

It can be helpful to revisit your USP regularly and make sure you stay in touch with your target audience. Many businesses do this with a customer survey, which asks them questions about the service they have had or the quality of the product. You can also gain vital information by searching through any compliments or complaints on social media. 

 

You may find you need to adjust your USP if there are significant changes to your sector, or if a new company comes along with a bolder and brighter approach than yours. It is best not to make too many adjustments, particularly if your branding carries through on your USP. One thing a consumer doesn’t like is a confusing message. 

 

Remember the KISS method. Keep it simple and significant. Every message you send out should make your target market feel spoken too.