Unique Selling Point: Why Should People Listen to You?
There is no lack of gurus and experts on the internet. Take a look in any industry represented online and you will find numerous websites and blogs declaring that they are your number one source for information about the topic at hand. There is absolutely nothing wrong with this. In fact, if you want to increase blog traffic and develop a dependable readership then you must position yourself as an expert in your field.
However, the number one question you need to ask before you spend the time and energy building your website is why should people listen to you?
What is the Value of You?
I’ve talked before about the value of knowing who your target market is and ensuring that you are giving them what they want. However, this goes a little bit above and beyond that. Let’s face it, you could probably swing a cat and hit at least ten other experts offering the same information you are providing the consumers in your market. What makes your advice better than your competition? What’s your edge?
What’s your unique selling point?
A unique selling point is something that makes you stand out from the crowd. It’s something people are not able to get from anyone else and the main reason your customers want to do business with you. It is why certain bloggers are able to command thousands of blog readers while others offering same exact information can only commandeer a few dozen. If you want to increase blog traffic, then you need to figure out what your unique selling point is and market that as a benefit to your readership.
For example, take two different types of soda: Pepsi and generic. Even though generic sodas are cheaper (sometimes as much as 50% less than brand name sodas) people still purchase Pepsi by the caseload. Why? Because of the taste.
Pepsi’s unique selling point is the way it tastes. That is something that cannot be replicated in generic brand sodas no matter what they may say on their packaging. When people purchase a Pepsi, they are confident they are going to get the taste they are after. That confidence dips significantly when they consider the generic brand. Even if the two brands are sitting side by side with an obvious price difference favoring the generic soda, people will pay more for the Pepsi.
Likewise, people will pay more attention to you if you have a unique selling point they like that they can’t get anywhere else.
Tips for Discovering Your Unique Selling Point
Discovering your unique selling point requires some research and some hard thinking about what you are truly offering your clients.
* Look at your top competition. How are they different from you? How are they similar? Read their blog posts. What posts are getting the most comments and why? Read their testimonials. What are the customers saying they love most about doing business with them? If the clients are reachable, you could even go undercover and ask for a recommendation and see what they say.
* Evaluate your target market. What things are most important to them? What problems are they trying to solve with the products, services, or information available in your industry? Is there a need that is not being fulfilled?
* Determine what is unique about your company. What are your values? What problems do you solve for your customers? How are your products better than your customers? If you are offering the same exact thing, how can you increase the value of them?
Finding your unique selling point may involve running with an idea and then fine tuning it over time. It is worth the effort, though, if you want to increase traffic to your website and develop a group of customers who love you and your business to the exclusion of everyone else.