Good service isn’t a USP, it’s a minimum requirement

What makes you special? Do you know? 

Goose photo-bombing crowd of other geese

Tell your customers why you are the best for the job.

I only ask because quite a few of my clients, when I’ve first started working with them, don’t really know. They think they do, but when we start digging into their business, we often uncover what really makes them shine.

By the way, when I ask this question (what makes you special?) you shouldn’t be answering with: “Great customer service.” That’s a minimum requirement, not a USP. In a world full of crap service, I know it seems like a USP, but trust me: it isn’t.

Funnily enough, like almost everything else to do with your marketing, your USP comes back to your customer. What does he value above all else about dealing with you?

Have you asked him?

I had a client a few years ago who insisted that his company’s USP was its consultants’ breadth of knowledge. The company did really complicated stuff in the medical procurement world.

But I wasn’t convinced that was the whole story.

I thought he was the key, so I got him to send me a list of his clients who would be willing to talk to me.

So I interviewed about 20 of them, and they all said lots of good things about this company – but all emphasised one thing: the chap himself. It was his background, his depth and breadth of knowledge, and his willingness to do the right thing for clients even if it meant he lost a sale, that made his company special.

That quality is something nobody else in his industry has, and it’s why his clients love him and are willing to pay a LOT of money for his services.

So let me ask you again: what makes you special?

Ask your customers. Ask them about their experiences with others in your industry and why they chose you.

You might be surprised.

And when you’ve nailed down what really makes your company shine, you can concentrate on marketing that quality. Showing people why you’re not just the best choice, but really the only choice.



Vicky Fraser is a copywriter, author, and entrepreneur. She really did run away with the circus… but when she’s not swinging from a trapeze, she’s showing other copywriters and small business owners how to work with better clients, make more money, and stop missing bathtimes, first words, and dinners with angry partners. In fact, she wrote the book on it. Get your copy here.


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