the number of customers by getting its marketing message in front of the target prospects. Another challenge is how to persuade those prospects to buy their products or services more and more often. A high frequency of customers with your business can only be possible if a long-term relationship is developed.
This is where the difference lies. Making a differentiation of your business from your competitors keeps you beating competition and dominating your market niche. Peter Drucker in his book " Differentiate or Die ", said that the foundation of effective market leadership is thinking through the organization's difference, defining it and establishing it clearly and visibly. This is achieved by emphazing on the Unique Selling Proposition (USP) of your business. The USP of any business is simply that specific and unique benefit which your customers derive from your product or service. For a powerful USP, it must distinguish your business from your competitors. This will make your customers see what you offer them clearly, how differently you do it and the satisfaction they derive from your product or service you offer. It is this big idea that makes your product or service you offer. It is more than the facade of your business, your colour, label, name, etc. These are not the strong points of your business rather they help you drive home the message and deliver all the time.
Your USP is the lasting relationship in the minds of your customers that draws them back to do business with you always. This stands you out from the lot and brands your business. Some of the great brands we know today came to where they are by emphasizing on their USP and they are known to deliver too, like NIKE will always say - " to do your best". AMAZON.COM- " books, fast and cheap", ROLEX- " watches that winners wear ", MERCEDES- " safety and engineering " and many others which I believe you know. The USP of your business makes you focus on what your customers want, emphasizing and doing those things that will make your customers feel right each time they do business with you. This takes the focus out of your company to people who will use your product or service, with this you are concerned about helping your customers achieve and solve their problems by giving them what they want and not what you feel or think they want.
This is a major area where most businesses in Nigeria are missing it, they are always anxious to bring out products or services which they feel is right for consumers and not what people want. They are always looking for new customers without satisfying the ones they already have. It takes a lot more to satisfy a prospect than a customer. Until business owners start to understand that they are in business for customers and not as a favour to customers, great businesses that will last the test of time will not be built.
Having thrown light on what USP should be and do for your business, let me ask you these few questions: What is the USP of your business? Have you discovered it? What is in your business for your customers each time they buy your product or service? How far do you deliver your promise? How well you answer these questions will go a long way in determining the success you will see in this competitive world of business. In creating a powerful USP for your business especially online, USP should be considered in parts as the ultimate advantage of your business, sensational offer and powerful promise.
ULTIMATE ADVANTAGE OF YOUR BUSINESS: This is the main benefit people will derive from your product or service which they could not get from your competitors. Differentiate your business with unique benefits. On how to find this unique benefit, ask yourself the question - what will people get from this product or service am offering them? Make a comprehensive list of all that comes to your mind looking at your product or service. Determine one major unique benefit that only you offer. This becomes the ultimate advantage of your product or service over your competitors.
GIVE SENSATIONAL OFFER: Your success in online business will be determined by the offers you make to your prospects. No prospect will refuse an irresistible offer. You must be able to give out free stuffs and make good offers to your customers, give "freebies" . Naturally everyone likes free things, so plan to give out something free that will be of great benefit to your prospect, like e-book, software, special reports, ad space, etc. This will entice them to check your business.
POWERFUL PROMISE: Integrity and truth is very essential in business, especially online. How do you get to build truth with your first time prospect? This can be done by offering them a clear, unmistakable, no question-asked guaranteed with a powerful promise. This helps you to build credibility with your customers and makes people who are on the fence about your product decide to patronize you. Your powerful promise helps bring more customers to your business.
Emphasize your uniqueness with the type of promise you make to your clients. Do not promise what you cannot give. You should be sure you deliver on the promise as stated and on time too. You will beat competitors and dominate your niche if you discover and emphasize your ultimate advantage. If you give your customers sensational offers they cannot resist and then back it up with powerful promise. This way you have created an e-brand. To your business success!