What is a USP and what makes a good USP?
Posted: Thu Jan 30, 2025 5:58 am
Perhaps this much in advance: The decision about your USP is probably one of the most important that you can make for your company. If you manage to stand out from the crowd, this is a big step towards business success. Prospects will find it easier to find you and customers will be more likely to recommend you. Why?
First of all, you have to separate yourself from the English USP and look at the German unique selling point. Basically, it's not about "selling" but about differentiating yourself from existing companies, products or business models. What makes you stand out from the crowd? It doesn't necessarily have brazil telegram screening to be THE new idea or invention. With perhaps a hundred or a thousand competitors, you have to be able to answer one question for a potential customer: Why should I buy from you and not from the next company?
The simplest answer would certainly be that we are simply the best across all levels (if that were true). Small companies rarely have the budget or the capacity to compete in terms of quality against thousands of providers in all areas of their profession. So what should you do? The answer is short and sweet: don't compete against everyone. On the contrary, compete in a discipline with only a few opponents, or even better, create your own discipline.
For our agency, that could mean not even getting into the ring to get hold of the big budgets of the Fortune 500, but instead specializing in something that fits with our own credo. That could be the already mentioned medium-sized companies from the countryside, the "hidden champions" and world market leaders in specific industries. Such companies tick differently than corporations, have their own problems and fit with the reason you started your job. What kind of problems are these? Among other things, these companies have to compete with the most modern technology in order to survive on the market, but they can hardly find people who can operate or develop this technology. Why? Nobody knows these companies or they don't associate anything with their products. And Schmalhans GmbH in Kleinkleckerslingen simply has fewer applicants than BMW AG in Munich. Such companies have a problem with recruiting young talent. Where can you find potential applicants these days? On the Internet. And so the cheeky advertising agency for everyone and nobody becomes the agency that uses YouTube videos to turn the HR marketing of medium-sized technology companies on its head in order to finally make them as well-known as they actually deserve based on their work and their products. Specializing in certain channels, media and company types, a small company can quickly offer its customers a more suitable and professional service than many of the big dogs.
First of all, you have to separate yourself from the English USP and look at the German unique selling point. Basically, it's not about "selling" but about differentiating yourself from existing companies, products or business models. What makes you stand out from the crowd? It doesn't necessarily have brazil telegram screening to be THE new idea or invention. With perhaps a hundred or a thousand competitors, you have to be able to answer one question for a potential customer: Why should I buy from you and not from the next company?
The simplest answer would certainly be that we are simply the best across all levels (if that were true). Small companies rarely have the budget or the capacity to compete in terms of quality against thousands of providers in all areas of their profession. So what should you do? The answer is short and sweet: don't compete against everyone. On the contrary, compete in a discipline with only a few opponents, or even better, create your own discipline.
For our agency, that could mean not even getting into the ring to get hold of the big budgets of the Fortune 500, but instead specializing in something that fits with our own credo. That could be the already mentioned medium-sized companies from the countryside, the "hidden champions" and world market leaders in specific industries. Such companies tick differently than corporations, have their own problems and fit with the reason you started your job. What kind of problems are these? Among other things, these companies have to compete with the most modern technology in order to survive on the market, but they can hardly find people who can operate or develop this technology. Why? Nobody knows these companies or they don't associate anything with their products. And Schmalhans GmbH in Kleinkleckerslingen simply has fewer applicants than BMW AG in Munich. Such companies have a problem with recruiting young talent. Where can you find potential applicants these days? On the Internet. And so the cheeky advertising agency for everyone and nobody becomes the agency that uses YouTube videos to turn the HR marketing of medium-sized technology companies on its head in order to finally make them as well-known as they actually deserve based on their work and their products. Specializing in certain channels, media and company types, a small company can quickly offer its customers a more suitable and professional service than many of the big dogs.