Your Unique Selling Point
Don't worry about the competition.
One of the comments we often hear when we run our marketing courses is that, ‘There are loads of other aromatherapists / hypnotherapists / nutritional therapists in my area. I don’t stand a chance’.
To which we reply, ‘Don’t worry about the competition. Do what you do well and focus on promoting your business rather than expending energy fretting about competition’.
So, how do you stand out in a crowded marketplace? The first step is to identify what makes you unique, what distinguishes you from all that competition?
This needn’t be difficult. Some of your attributes that you take for granted may well be worth singing from the rooftops. And, here’s the strange bit: they don’t actually need to be unique. Adding some descriptive adjectives can make all the difference.
Take a tip from a gastro-pub local to Nic: ‘We always try to use as much free-range, organic and local produce as we possibly can when making our dishes. Our beef, which is Aberdeen Angus, is sourced locally from the family farm. Our fish is delivered daily from Cornwall and all our smoked food is from Upton Smokery in Burford.’
So, what does this mean to you? Think about answers to the following questions:
Where did you train?
Is it a long-established training school? Is it registered with a governing body? Is it centrally located, well-known within your industry, highly respected in your profession? You get the drift.
What hours do you work?
Make sure to express this positively. Rather than ‘I don’t work evenings or weekends’, say ‘I offer daytime appointments from 10am to 5pm weekdays’.
Where do you work?
‘I offer a mobile service, so my clients can unwind totally in their own home once their relaxing treatment is complete.’
‘I work in comfortable therapy rooms in the regency town of Sidmouth.’
‘The tranquil therapy centre is located in a near-secret courtyard off Church Street, renowned for its high quality shops.’
But, of course, the most unique aspect of your business is you.
What is unique about you?
accomplished, affordable, approachable, approved by the CNHC, articulate, caring, cheerful, compassionate, competent, conscientious, empathetic, experienced, highly qualified, knowledgeable, positive, professional, proficient, skilful, upbeat, wonderful?
You’re probably most of those things. So, tell people.
Finally, the single most unique feature about you is what you look like. We have both had clients say that they have chosen us over other therapists because they feel they can talk to us. How can they tell?
Well, we both have professional photos on all our marketing literature and those photos work very hard at getting us new business. We have taken care to look suitably professional, approachable, trustworthy and cheerful. Not necessarily unique qualities, but the people who are drawn to us may not be drawn to our colleagues who perhaps look more bohemian, mysterious, austere or studious.
So, be sure to take action to identify your unique qualities – and if you don’t know where to start, just Google ‘adjectives’ – you will be spoilt for choice.
Have a great month!
Nic and Debs