Sell Your Customer What They Need

It's common knowledge that marketers will market to the customer and brand they believe is smarter than their competitors. It is also common knowledge that it usually takes a lot of creativity to do so. What most marketers fail to understand, however, is that it takes even more creativity to create an incredibly captivating marketplace. This blog post will teach you how you can make your marketplace stand out from every other competitor in a way that will drive more customers into your store, making for a win-win for your brand and company.

Most companies will sell their customer what the customer asks for and more. This makes sense but that is not how you will break away from the norm and create a unique selling proposition (USP) for your company. You must sell your customer what they need even if it is not what they asked for. This may seem like a simple concept but often times it is easier said than done. The USP you're looking to develop should revolve around your company's core belief and value, which means that you have to figure out where you stand in the marketplace.

What exactly do you think your product/service is? What benefits does it offer? What is its USP? If you don't know these answers, then you will have a very hard time marketing to your target audience. A great way to figure out what your brand's USP is to start by determining what your company values. As previously stated, branding does not stop with the logo and the slogan. It must encompass everything about your business from the customer support representatives to the material being used in manufacturing.

The next step in identifying your company's USP is figuring out what solutions you can offer that other companies do not already have. If you have ever played the game of poker, then you will have experienced first-hand that if your opponents know what cards are in your hand, you will lose. The same theory applies for marketing. If everyone knows what products you are going to bring to the table, then they will prepare themselves ahead of time and there is little chance that your customers will be surprised.

To create an effective USP, you must cater to your customers' needs and wants but it is also important to make sure that these solutions are not something that can be found elsewhere. If you can make a connection between the solutions that you offer and your company's core beliefs then you will create a product that will be both functional and memorable.

The next thing to consider when creating a USP is how customers will benefit from the solutions you offer. Remember, your customers are going to buy from someone and that someone is likely not going to be the price leader. You must have something unique to offer them in order for them to choose your brand over others. Just take a look at Apple; they make their customers pay a premium just for the logo but they do it because they know that their product has an unparalleled USP.

Once you have developed a USP, the next step is getting your customers to believe that this is indeed their best option. You can do so by providing them with a great customer experience both before they buy and after they have received the product. If you are selling them a service, then you can also provide them with guarantees of some sort. Whatever it may be that you choose to do, make sure that it is differentiated from your competitors in some way.