Unique selling point or proposition (USP) is a term business owners hear on a regular basis. But what does this term really mean? Let's start with looking at the dictionary definition of a USP. A USP is a feature or characteristic of a product or service that distinguishes it from others of a similar nature and makes it more appealing (Oxford English Dictionary, 2019). In other words, a USP could be thought of as what you have that your competitors don't. So when we are talking about a business's USPs, we are looking to identify the features and characteristics that will help to set that business apart from the competition.
Identifying your USPs requires some serious thought. One way to start is to take a look at how other practices use their USPs to their advantage. This requires careful analysis of other practitioners' websites and marketing messages. In last month's issue of Journal of Aesthetic Nursing, we looked at how you can carry out a competitor analysis by visiting websites and social media platforms (Dickons, 2019). To maximise your efficiency, you could identify their USPs at the same time.
USPs can relate to the practice, practitioner and the treatments on offer. Here's a brief guide as to how to uncover your own USPs and how then to use the messages to support your conversations, both online and verbal, with prospective new clients.
Put yourself in your customers' shoes
Step back from your daily tasks and carefully consider what you believe your clients really want. Of course you are a practitioner, but do your clients simply want their lines filled? Many customers are looking for something more than that. Things that may be on their wish list may include:
Remember, the price of the treatment is not the only or most important reason that clients will come to you for their treatment.
»Remember that the price of the treatment is not the sole or most important reason that clients will pick you over your competitors«
Gain an understanding of what motivates your customers' buying decisions
Your clients will make decisions based on what they think they want, rather than what they actually need. Take some time to think about what may motivate the enquirer. It's OK to say ‘Can I ask what made you call us today?’. Remember that knowledge is powerful—if one person thinks of your company a certain way, then it is possible that others do too. Use this information as you work to identify your USPs.
Ask your existing clients
Your best source of information is your current clientele. As your practice grows, make sure that you ask your clients why they come to you for treatment. Once you have an understanding of what it is they like about you, use the information to help to solidify this vision of your company and attract more clients.
Identifying USPs
In aesthetic practice, I would suggest that there are three main areas to build your USPs: the practitioner, the practice and the procedures on offer.
Practitioner
The identity of the person providing the procedures will be of crucial importance to many customers. Assuming that you are the practitioner, identify at least four USPs about yourself. These can be both factual and feedback based:
Practice
Another thing that is of great importance to potential clients is the environment in which you treat your clients. Again, identify at least four USPs, based on facts and feedback:
Procedures
Identify at least four USPs regarding the treatments you offer and the products you use:
Once you have identified at least four USPs for each category, evaluate them and then use the strongest ones to help build a very specific brand that appeals to your prospective clients' needs.
Which USPs differentiate you from your competitors the most? These will become the focal point of your messaging as you move forwards.
Conclusion
Identifying your USPs can be a daunting task, but making the effort to do this can help you to strengthen your clinic's brand, helping you to hold on to your current clients and attract new ones.
Next month we will examine how you can use the USPs you have identified across your website and social media platforms, as well as with your inhouse staff, to enhance your business.