As a business, you want to make sure your brand stands out from the competition. You don’t want to be just another face in the crowd; you want to be remembered and chosen.
The best way to do this is through effective advertising that clearly communicates why consumers should choose your product or service over the competition’s.
Have you taken a close look at your recent advertising?
Does it actually communicate this point?
Would the advertisement still be true if you replaced your logo with a competitor?
If so, your brand is in danger of becoming a commodity!
The Power of Unique Selling Points (USP)
A unique selling point (USP) is a feature or benefit that sets your product or service apart from competitors.
It makes your offering different and more attractive than others in the same space. A USP should be unique and valuable enough to compel customers to switch brands, purchase more frequently, and/or pay more for what you offer than they would for similar products elsewhere.
A great way to come up with USPs is by looking at consumer reviews and feedback on existing products and services, understanding what customers are looking for, and then creating something that meets those needs better than anyone else can.
Pay special attention to the negative reviews. These consumers highlight where the product or service could have met their expectations and where your product or service can fill the gap.
Creating an Emotional Connection with Customers
When creating advertising, it’s essential to think beyond just features and benefits — you must also make an emotional connection with customers.
This means understanding their values, motivations, goals, likes/dislikes, etc. to deliver messaging that resonates with them on a deeper level.
For example, if you’re targeting busy moms who value convenience above all else, focus on how quickly they can get their shopping done when using your product or service instead of simply listing its features.
Which would appeal to you more:
- Our self-checkout registers accept cash, card, Apple and Google Pay.
- Use our self-checkout to skip the line and get you on your way.
When you connect emotionally with customers like this, they will remember why they chose your brand instead of someone else’s.
Reinforce Your Brand Message
Finally, it’s important to reinforce why consumers should choose your product or service over competitors in all marketing materials — not just ads.
Make sure every piece of content (e-books/whitepapers/case studies/emails/social media posts) reinforces why someone should buy from YOU rather than somebody else.
Focus on telling stories about how people have successfully used YOUR products or services while also providing relevant data points that highlight the advantages of doing business with YOU rather than others in the same space.
Whenever possible, use images of your ideal customer in your materials too. Consumers want to envision themselves using your product or service.
Final thought
Don’t compete with your competition by being “the same but better.” You’ll have more success excelling in something they can’t or won’t offer.