i remember when autosave didn’t exist in writing software.
in the old days, if your computer temporarily borked, you might have lost some important text if you didn’t recently save your work … i still compulsively click “save” out of habit when i write and edit.
luckily, if you’re working online today, such as in your wordpress website, the autosave feature frequently backs up your work-in-progress — making it not only a feature, but also a benefit.
autosave is a “feature-benefit” that provides peace of mind, but it’s easy to forget about and take for granted.
uncovering your business’s unique selling proposition (usp) can be tricky, because it’s often something you forget about and take for granted. it’s likely intertwined with your routine operations, so you might not immediately recognize it as exceptional.
let’s start with this idea of a “feature-benefit” to help you pinpoint your usp.
one step beyond …
when describing your business, you’re naturally going to mention aspects that are also parts of your competitors’ businesses.
if you’re completely unique, there is probably only a small market for what you do. (to look on the bright side, it’s possible you’re ahead of your time.)
but anyone working within an established niche needs to stand out — there must be a reason why prospects should choose you over someone with a similar product or service.
to work on your usp today, brainstorm a feature-benefit of your business that is also special. it’s special because it’s something competitors can’t or won’t claim.
when prospects get to know your usp, they’ll think:
“i’m going to choose this business over a similar one because they ___.”
you take it one step beyond.
convert someone looking for exactly what you do
your usp will help convert someone looking for exactly what you do, so it’s vital that you make it explicit on your website and in your 2022世界杯12强赛程.
- what do they need to know … to like you?
- what do they need to know … to see you understand them?
- what do they need to know … to believe the results you produce are unparalleled?
remember to “show” rather than “tell.” if you can get testimonials that explain the details of your excellent product or service, those descriptions are useful for prospects.
when i see that a product or service has helped someone else with a similar problem, i’m intrigued to check it out more.
and when i discover that product or service has special benefits and features i haven’t seen elsewhere, i’m sold.
reader comments (12)
michael larocca, business editor says
i remember 8″ floppies, but there’s no benefit to sharing that story.
i really appreciate how this article demonstrates what all the old “share benefits, not features” advice really means. if you don’t lose your work when you lose power or your computer otherwise craps out, that’s a benefit. woo!
jane rucker says
this post is so spot on. just this morning i had an initial consultation with a potential new client. as a writing services provider, i offer much the same services as many others. however, as i spoke with this individual, i realized the truth of this post: it was the specific benefits of working with me that drew her to me. we “clicked” right from the beginning. the consultation ended on a pleasant “win-win” note for both of us. stand out in your niche!
right on, jane!
it’s so important to first recognize that you’re going to initially look like other service providers to prospects … because you’ll be better positioned to catch yourself when you use generic features and benefits in your marketing — and then you can demonstrate your usp instead. 🙂
ryan biddulph says
out of the 10,000 plus comments on my blog stefanie a fair chunk reflect what 2 folks mentioned from this morning’s comments; they return again and again because i am genuine, showing wins and losses in my blogging life, and also because i am kinda funny sometimes lol. i am a guy who equates successful blogging lessons to being stalked and grabbed by lady boy prostitutes in thailand (and who turns the topic into an entire ebook). but i also share my muck ups, and wins too, to inspire folks and to show you can live your wildest dreams despite mucking up.
these could be my autosaves hehehe 😉
rocking post…as always!
showing you can be successful despite making mistakes is valuable to so many people … i’d say priceless. 🙂
thanks for sharing, ryan!
yaz purnell says
this is a point that is so essential for anyone making an effort to get themselves recognised online, whether that’s as a blogger, an industry expert, or an entrepreneur.
personally, i love to remind myself of the infinitely helpful wisdom that although everything may have already been said, there is no one who can say it again just like you.
“people won’t believe you’re special unless you show them why you are”. definitely right 🙂
thanks for this informative post.
alan fabian says
good article! i found it interesting that the concepts apply just as well for product marketing as they do to service marketing (which i assumed was the primary intent, i hope correctly). giving customers a product they can be proud to own is the best way to encourage positive word of mouth marketing from customers. well done.
hi stefanie, i too can remember the days before autosave and losing half a days work because of a power outage.
thanks for the article, i guess my biggest take home from this is that when you do have a brilliant “feature-benefit” that comes with your service you should make sure that you are shouting it from the rooftops, otherwise it may end up being taken for granted and you may lose your point of difference from your competitors.
right on, mike. 🙂
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