Category: Step 2: Defining Your USP

Storytelling can be incredibly powerful in marketing. I’ve been reading a book that shares some interesting insights into the science behind storytelling – how selflessness is seen as good and heroic, while selfishness is seen as evil and villainous.

This video shares a quick breakdown of this core idea and considers how the science of storytelling may be able to help you understand your target person.

Doing something that’s changing the world and would you like to have a chat with me about it? Click here and fill out the form!

Don’t like videos? Here’s the text version:

In today’s video, I want to talk through an excerpt from a book I’ve been reading and explain how it might help you define your USP in a way that your target person might care about.

If you haven’t subscribed to my YouTube channel already, please do – it will help me out loads, and if you click the bell you’ll be notified when I release new videos.

I’ve been reading an interesting book, The Science of Storytelling by Will Storr. One section in particular stood out to me, so in today’s blog post I want to explain how storytelling might be really helpful when you’re defining your USP.

Heroes and Villains: Exploring the Science Behind Storytelling

In Will Storr’s book, I was drawn to an explanation of the science that backs up the power of storytelling. It made think about how storytelling connects to the way we understand our target person (step 1 of my five steps).

As Storr explains: “We’re wired to find selfless behaviour heroic and selfish deeds evil. Selflessness is thought to be the universal basis of all human morality.

“An analysis of ethnographic accounts of ethics in 60 worldwide groups found they shared these rules:

• Return favours
• Be courageous
• Help your group
• Respect authority
• Love your family
• Never steal
• Be fair.

“All are a variation on ‘don’t put your own selfish interests before that of the tribe’.”

Illustrating the Science Behind Storytelling

A little later in the book, Storr goes further and shares a great example of how we are wired to favour the good and punish the bad, which begins from the youngest of ages.

“Even pre-verbal babies show approval of selfless behaviour. Researchers showed six- to ten-month-old infants a simple puppet show in which a goody square selflessly helps a ball up the hill while a baddie triangle tries to force it down. When offered the puppets to play with, almost all the children chose the selfless square. Psychologist Professor Paul Bloom writes that these were bona fide social judgements on the part of the babies.”

He later continues: “Just as our storytelling brains are wired to valorise pro-social behaviour, we’re designed to love watching the anti-social suffer the pain of tribal comeuppance. These darker instincts are also evident in children. Another psychologist puppet show starred an evil thieving puppet who is struggling to open a box. A second puppet tried to help the villain, while a third puppet, the punisher, jumped on the lid, slamming it shut. Even eight-month-olds preferred to play with the punisher. Brain scans reveal that the mere anticipation of a selfish person being punished is experienced as pleasurable.”

Marketing and the Power of These Hardwired Stories

So, you may be wondering – what does this have to do with marketing your business? What I take away from these two puppet-based experiments is that the businesses and the people that we are hardwired to want to ‘play’ with are those who are helping other people and not being selfish, and those who are punishing those who are being selfish. We favour both those types of people – and that can be extended to businesses, and the people who represent them, too.

If our human brains are wired that way, then this can help your marketing. Consider when you’re building your USP. Your goal when you’re building your USP is to make sure that people want to play with your business – they want to buy your product or invest in your services. If you want people to connect with you, you either need to show them that you are selfless – that you are putting the world’s, or your tribe’s, interests over your own – or you need to show them that you’re punishing someone who isn’t putting the tribe’s interests ahead of their own.

Thinking About Your Target Person

Tapping into the power of these stories can help you understand your target person – and in the process, it can help you stand out from the crowd if you are operating in alignment with your values and showing that you want to help people.

If you’re currently thinking about your USP and your target person’s wants, needs, fears and frustrations, maybe you can also think about who is in your target person’s tribe. How can you show yourself or your business as being a hero for that tribe? How can you show yourself as someone who can help that tribe succeed or who can help to minimise any damage to their tribe from others?

Do These Stories Resonate with You?

What do you think about people being hardwired to favour the good and punish the bad? I find it really interesting, though I feel as if this walks on some ethical boundaries, perhaps, with regard to the darker instincts in human behaviour that this seems to explain.

I’d love to hear if you have any comments about how our storytelling brain works, and whether it’s right or not to consider these stories in our marketing. Please do get in touch to share your thoughts or your opinions on this blog post or the book, or to reach out with any questions you may have about the next steps for your marketing. I’d love to take the conversation further!

“Great minds think alike” isn’t as helpful a saying as it may at first seem. But how about “Great minds don’t think alike” – might that have more potential to help you identify your USP, recognise your strengths and stand out from the crowd?

It’s time to check in on what makes you and your business unique – starting with celebrating how brilliant it is that great minds don’t think alike!

Doing something that’s changing the world and would you like to have a chat with me about it? Click here and fill out the form!

Don’t like videos? Here’s the text version:

In today’s video, I’m going to be talking about why if you’re great, you’re not thinking like everyone else – and how that can be brilliant for your business.

If you haven’t subscribed to my YouTube channel already, please do – it will help me loads, and if you click the bell you’ll be notified when I release new videos.

What Defines a Great Mind?

“Great minds think alike” – if you really think about this common saying, it doesn’t make any sense. If great minds all thought alike, wouldn’t everyone with a great mind be coming up with the same ideas?

I would argue that great minds don’t think alike. Great minds are able to conjure up wonderfully novel, new, and unique ideas that other people haven’t thought of before.

Think Novel, New and Unique – and Don’t Compete on Price!

In marketing, the novel, the new, and the unique is what’s going to make you stand out from the crowd. And these qualities give your business, your products, and your services an edge that customers are willing to pay extra for.

If you aren’t talking about what makes you unique from your competitors, there’s a good chance you’ll end up competing on price to at least help you stand out in one appealing way. But competing on price sucks! And once you start competing on price, it becomes a race to the bottom. You start on a slow downward spiral, lowering and lowering your price until you’re no longer profitable and your business becomes unviable.

If all that differentiates you is competing on price, it can literally suck the lifeblood from your business.

Find Your Unique Selling Point

If this all feels a little worrying, I recommend you consider Step 2 of my five-step approach to creating a marketing strategy for your business. Step 2 is all about defining your unique selling point (USP). It’s important! You need to figure out what makes you and your business unique. You need to differentiate yourself from your competitors so that you stand out in the best possible ways – ways that don’t involve pricing your offering under its true value.

Stop looking at your competitors and copying what they do; instead, start seeing what they’re not doing. Look at the negative space around what they’re offering – what is missing, and where is there an opportunity for you to set yourself apart from the crowd?

Communicate Your USP

In my video What is a USP, I suggest that an ideal combination of factors contributes to your USP:

1. What you do well.
2. What your customer actually wants.
3. What your competitors do not do well.

Now, I’m adding an extra element to this final point. Ask yourself, “What are your competitors not talking about?” Whether your competitors are doing things well or not, they may not be talking about it – and that’s a green light for you to start talking about what you do so well.

That’s what marketing is all about – communication. It’s about being able to tell people, “This is what we do, and it’s amazing!” It’s time to shine a light on what makes you unique.

Experience your Own Light-bulb Moment

For some people, discovering what they are not talking about and should be sharing is a revelation. I can’t count the number of times I’ve been in a great conversation with someone about their business, and they suddenly realise they haven’t been sharing the things that make them unique on their website. It’s a true light-bulb moment – a point at which their marketing strategies start to fall into place.

If you don’t understand what your unique selling point is or you’re not sure that the selling points you’re using are all that unique, please do get in touch. I love helping people experience that light-bulb moment when they realise, “Oh, this is what we should be talking about!”

When people start thinking about their marketing messages they often talk about the pains and the benefits, and about what their customers get from their products.

But you can make your messaging stronger when you talk about the transformation instead. Let me explain…

Doing something that’s changing the world and would you like to have a chat with me about it? Click here and fill out the form!

Don’t like videos? Here’s the text version:

Are you asking yourself what is the transformation? Hi I’m DJ from Rainbow Dragon Digital and in today’s video I’m gonna be talking about another age-old marketing concept about transformation.

If you haven’t subscribed to my YouTube channel already, please do. It will help me loads and it will mean that you get notified when I release new videos.

So today I want to talk about another concept in marketing that’s super foundational. This is the kind of thing that no matter how communication changes, no matter how marketing changes, this concept is something that you should internalize because it will always help you with all of your marketing across your business at any time. Anything you’re writing, this concept is going to help.

So the point of this concept is that when business owners start writing about their business – when they they start thinking about how they’re going to communicate what their product does and how they’re the why the customer wants to buy it – they often think about what is it that the customer gets. What are the pains and the benefits that they get? And this is good, this is correct, but it can be stronger.

The way you strengthen the way that you’re communicating the benefits of your product to your customer is to start thinking about it in terms of what transformation do they go through. What is it that you’re changing about their lives that will be something that your customer cares about?

So, an example might be… one of my clients is Grow to School. They help schools with doing outdoor learning. So the transformation that they might think about… they’re selling it to the schools, right? But the schools also have children who are being transformed by this outdoor learning. So the transformation that we were talking about recently that they that they should be thinking about is that the schools will increase the attainment levels. By adding outdoor learning they’re going to increase attainment levels because children that learn better by doing things physically will learn better. And they’ll learn better than inside a classroom setting.

Another example might be my own business. And how I help businesses to transform the way that they communicate to their customers so that they can better serve their customers.

There is always going to be a transformation that you’re doing and if you think that there isn’t, then I assure you you just need someone to help point you at the right thing. And please feel free to get in touch I will absolutely help you figure out what the transformation is in your business and I won’t charge you for that. I would only charge you if I was going to have to sit down and actually write it for you but if you want to have a one-hour conversation about what is the transformation in your business, please get in touch I want to help you.

One of my clients (and friend @andthebeatgoesonvtg on Instagram!) was getting a little stressed out because she was writing up a post that was all about her values. The meaning behind her logo, her attitude towards fashion, and how her attitudes to the wider world affected her business decisions.

She got concerned that she was “over-egging the pudding” and that she should maybe “stay focused” on what really mattered to the target person and mattered in terms of her USP.

Here’s the take I gave her on that…

Doing something that’s changing the world and would you like to have a chat with me about it? Click here and fill out the form!

Don’t like videos? Here’s the text version:

Are you over-egging the pudding when you put your value system into your marketing?

Hi, I’m DJ from Rainbow Dragon Digital and in this video, we’re talking about putting your value system into your marketing and whether it is ‘too much’ or not.

If you haven’t subscribed to my YouTube channel already, please do it will help me loads and it will mean you get notified of new videos, especially when you click the little bell to get notified.

My Client Wanted to Share Her Values

So I have this client who is also a friend of mine. We’ve been working together for a few months, her name is Lydia. She is restarting her vintage clothing company called And The Beat Goes On Vintage, you can find them on Instagram (@andthebeatgoesonvtg). Basically, she was rebranding the vintage store that she had and she wanted to create this post that was all about sharing about why she was doing this rebrand, her value system, and conveying what motivated her to do the business.

Feedback Said She Was Over Sharing

When she shared this post with some of her friends, and some of the people around her, she got some feedback that said she was ‘over-egging the pudding’.

And this kind of stuck with me.

The logic there was that she is selling vintage clothes so she should, you know, stick to selling vintage clothes. And I get that, that’s very traditional business sense. You know, don’t talk about all the extra stuff. Don’t distract away from the thing you’re trying to get them to do.

I get it, it might make sense for a lot of businesses.

However, I don’t think it makes sense for the vast majority of ethical businesses.

If You’re Running an Ethical Business, They Care About Your Ethics

Now, why I say that, is because we go back to Step 1 of this marketing strategy that I always talk about. Step 1 is Understand Your Target Person. Understand who they are, and why they buy. And not just that, but understand them on a really deep, emotional level. Really understand what makes them tick, what makes them super motivated, what really inspires them.

And if you’re running an ethical business, then it’s quite likely that your target person really, really cares about your ethics.

Ultimately, if your business isn’t really an ethics-focused business, then obviously your target person doesn’t care and that’s fine. But if ethics is a part of what you do, if it’s part of the reason why you started your business, your target person will care about your ethics.

Continue Communicating Your Ethics and Values

I would encourage you, if you are running an ethical business – if ethics is a part of the reason why you started to do your business – to continue to communicate that to your customers.

When you communicate your ethics to your customers, you will ultimately make them more inspired to buy from you.

Conveying Your Ethics is Good Marketing

And I think there’s a really good reason for this. We’ve just gone through this massive pandemic where people have become a lot more conscious about where their money goes, and who they should be supporting with their money.

There is a whole movement at the moment towards business doing better (check these out: BCorp, the Better Business Act, Triple Bottom Line). Businesses are being held accountable to serving society and serving the environment in a better way and making sure that that’s prioritised alongside serving their shareholders.

So, it really is good marketing to start conveying that you have good principles behind your business.

Obviously, you can’t take a blanket approach to this and every business is unique with their target person, with their unique selling point, with who their people are, with what their product is.

So, take that with a pinch of salt, but I think overall I would encourage you to continue talking about your values, continue talking about why you’re a good business and it will be a better environment for everyone to be in.

If you want to discuss this a little more, if you feel like you have some objections or you’re not sure how to convey your values in your business – please feel free to comment below or talk to me, email me at dj@rainbowdragon.digital. I’m happy to help whenever I can.

There’s a much-overlooked source for finding your strongest selling points that could be a game-changer for small businesses looking to improve the quality of their marketing message.

And you don’t even have to do much writing… (or thinking!)

Doing something that’s changing the world and would you like to have a chat with me about it? Click here and fill out the form!

Don’t like videos? Here’s the text version:

You may already have a gold mine at your disposal to find your selling points. Hi I’m DJ from Rainbow Dragon Digital and in today’s video I’m going to talk about a source where you could be finding loads of selling points and you might have missed it.

If you haven’t subscribed to my YouTube channel already please do. Hit the bell and you’ll get notified when I release new videos.

So, this gold mine I’m talking about are your reviews!

If you don’t have reviews…

And if you don’t have reviews, then I’m sorry but you should be getting reviews! You should be asking your customers to please leave you reviews on Google, on Facebook, on LinkedIn, on wherever it is that your customer lives. Ask them: “Please, please, review us! We need your reviews!”

Don’t be afraid to beg for reviews! They’re really, really important to your business.

Have you been looking at your negative reviews?

And if you do have reviews I would hazard a guess that you have spent most of your time looking at the negative reviews. And you’ve got some negative reviews really burned into your head. They are like things that you remember so much. And they’re really front of mind when you’re making business decisions – you don’t want to disappoint a customer the way you did that one.

However, your negative reviews are not the place where you’re going to find the best way to grow your business and make your business better.

Your Positive Reviews Are Your Gold!

It is the positive reviews that are going to help you. What I mean by this is that your positive reviews are exactly the things that your customers were so happy about that they were willing to go on and write about it. That means they were so, so happy. They weren’t just satisfied, they were happy!

So you want to go and look back at your reviews. Go back and read through them again. Because it is not natural for us to absorb those positive reviews and keep them front of mind. So go back and review them. You might have forgotten some of the really, really good reviews.

And you know – that’s a nice exercise anyway it feels good to read good reviews.

Look at what was important to your customers

But more importantly, take a look at what they’re saying. Take a look at what are the things that were important to them. What are the things that really made you shine in their eyes? And those are your selling points. Those are the things that your customer genuinely cares about and those are things, if you don’t have them front and center on your website or on your marketing material wherever it is that you communicate with your customers, get it on there!

That is your gold. That is the thing that’s going to sell. That is the thing that is going to make new customers want to work with you.

I hope that helps. I hope that is a really quick thing that you can do right now and improve your marketing immediately and if you’re struggling with it or if you’re looking at your reviews and you’re not quite sure how to word it, please feel free to get in touch, I will be happy to help you as long as I have the time to do it.

There’s a phenomenon called “behavioural resistance” which may be the real reason your marketing may not be as successful as you think it should be!

If you feel like you’ve really dug in deep on your Target Person‘s needs and your USP but it’s still not working – this may be why!

Doing something that’s changing the world and would you like to have a chat with me about it? Click here and fill out the form!

Don’t like videos? Here’s the text version:

Your product or service may not be selling because of behavioural resistance.

In today’s video, I’m going to talk to you about something called behavioural resistance and why that might be what’s getting in the way of your marketing.

If you haven’t subscribed to my YouTube channel please do. It will help me loads in terms of getting my YouTube credibility up and also so that you can be alerted when I release new videos.

Where I Heard About Behavioural Resistance

I want to talk to you about this thing called behavioural resistance and the reason I want to talk to you about it is that I was listening to this podcast a few weeks ago and it was talking about how doctors during covid have started taking up telemedicine a lot more. It’s meant that people can be treated for very simple, easy problems over the phone without having people come in and wait in a crowded office. They’ve had to do it because of covid.

The thing is telemedicine is not new. It’s not a new invention because of covid. It simply had more take-up because of covid. And the reason that doctors were not using it before was not because it’s less effective – this has proven that it is more effective – the reason that they weren’t doing it is because they had behavioural resistance. Which means they just didn’t like it. They weren’t used to doing it. Their behaviour had always been to see people in the office.

And, you know, in that particular example there are many reasons why a doctor may prefer to see someone in person, there may be lots of things they miss. But in the end, the data shows you that telemedicine works and it’s helped alleviate a lot of the problems in the medical system.

Why Does Behavioural Resistance Matter in Marketing?

Now, why does this matter in terms of marketing? Sometimes you might have a really good product, you might have defined your target person really well, you really understand their wants, needs, fears, and frustrations, your product absolutely solves a problem that they have, and you are absolutely like it’s ridiculously clear that this is the thing that they need… but because they haven’t done it before – because it’s new to them – that is the reason that they’re still not buying from you.

In the end you can write all of the great content that’s addressing those wants, needs, fears, and frustrations, but they’re still not going to take it up.

If Your Marketing Isn’t Working – Is It Because of Behavioural Resistance?

What I’m basically trying to say here is that if you are having a problem with your marketing, and you feel like your messaging is all completely on point, then try and maybe take a step back and look at it from a slightly different angle. Try and see whether there is a behavioural resistance problem.

See whether there is a way that people have always behaved, even if it’s completely irrational, and see if there’s a way that you can go in there and break down that behavioural resistance. That might be with some slightly clever marketing or maybe some kind of no-brainer offer to give them a way to break through that behavioural change.

I hope that kind of helps you see your marketing in a slightly different light if you’ve been feeling like you’ve been struggling a little bit.

If you’re still unsure and you need someone to bounce ideas off, please feel free to get in touch using the form below – I am happy to have a conversation with you even if it doesn’t mean work for me my whole thing is that I want to help people that need it.

When you talk to marketers, entrepreneurs often get caught up in defining their USP by focusing entirely on what the customer wants.

This happens for good reason – more often than not, marketing has been written to focus on the features of the product rather than why those features matter to the target person.

However, what’s come up with a few of my clients has been that entrepreneurs are forgetting a rather important factor when defining their unique selling proposition…

Doing something that’s changing the world and would you like to have a chat with me about it? Click here and fill out the form!

Don’t like videos? Here’s the text version:

Are you your own USP?

Today I’m going to be exploring the idea of how you should play to your strengths when it comes to your USP, and how you make sure that, when you’re in startup stage, you’re doing the right thing in terms of your marketing.

If you haven’t already subscribed to my YouTube channel, please do. It will help me out loads and you get notified every time I release a new video.

So, the reason I want to talk about the USP today is this has come up with a few clients when they start talking about their USP (and for one in particular that I’m going to talk about). If you haven’t watched my video on What is a USP, I would recommend watching that first because I’m just going a little bit deeper in here.

When identifying your USP becomes a bit tricky

Especially when you’re at startup stage and you’re still kind of trying to figure out what exactly is it that makes you unique, it can start getting a little tricky,

When you’re looking at your competitors and all them are kind of the same as you in most ways and you can’t really think of anything that you do dramatically better, it starts to feel hard to find a good USP.

Or maybe the thing that you think that you do better is not something the customer actually cares about, even though it does actually matter (they just don’t care about it that much).

That’s where your USP starts to become a little tricky because it’s when your USP just isn’t very unique (or doesn’t sell that well).

You are probably your USP

What I had to remind one of my clients was that, actually, they were the USP. This is so often the case with entrepreneurs in their own business. There’s a reason that they picked up their business and the reason is usually one of:

• They are an expert at it
• It is something that they’re passionate about
• Their history means that they are so close to this subject that they are the best person to serve people within it.

A real world example of how the entrepreneur is the USP

The example that I’m thinking of, the most recent one, is that this person is importing designer homeware from artists in Mexico and trying to really uplift those artists and bring their art to a global stage.

They were starting to think that their USP is this visible supply chain. But the reality is that the target person – the person that they’re really after – is actually more like an interior designer. And the interior designer is going to see this art and recommend it to their clients.

The interior designers might care about the supply chain and that probably is important… it is a selling point. It probably even is a unique one. However, it’s not really the strongest unique selling point.

The strongest unique selling point is that she comes from a design background and she has gone to Mexico herself to find these artists and talked to them and communicates with them. She has taste, she has experience in design. So the interior designer has the safety that this entrepreneur knows what they’re doing and is able to find great homeware for them. She becomes the front and center selling point.

Obviously, all of the stuff about the supply chain is incredibly important because that is a big reason why she’s doing it – it’s the big passion behind it. But her own strengths are a more important part to the target person.

Also play to your strengths in marketing channel choices

On top of that, the other aspect of playing to your strengths, is then where she was like, “Okay so how do I get it out there now? I’m not very good with Instagram but I know that it’s a visual medium.”

And yes, the visual medium makes sense for her but she’s not actually really skilled with Instagram. She does, however, have experience in PR – she has contacts in PR. So that is the place to start.

So, just because a marketing channel is good for your market does not mean that that’s the place that you should definitely start. It’s probably a place that should be on your road map but you should start with the places that you’re good at, the strengths that you have.

While for her it was PR as that’s where she has contacts, for the vast majority of the people that I am talking to, it’s usually some sort of referral system. Some sort of word of mouth. Making sure that their network is fully aware of what they’re doing because that’s how you start your business.

You’re in start-up stage – get it going and then add on all the extra marketing things. Don’t feel like you have to attack everything all at once. Go for the channels that make sense for you and your skills and your resources at the start.

I hope that was helpful for anyone who’s struggling a little bit to look at their marketing and figure out what they what they need to start with. Feel free to comment below if you have any questions or comments about how to better define your USP and choose your marketing channels by playing to your strengths.

The term “USP” has become quite standard in the world of digital marketing. And many entrepreneurs often believe they already know what their “unique selling proposition” is.
But is is truly a proposition that sells?And is it truly unique?
Here’s a litmus test for checking your USP is truly what makes your product or service stand out in the crowd.

Don’t like videos? Here’s the text version:

USP stands for Unique Selling Proposition but how do you make sure that it is unique and that it actually sells?

In this video today I’m going to explain a really simple concept of how you work out what your unique selling proposition is.

Please remember to subscribe to my YouTube channel so that you can get updates on when I release new videos.

What is a USP and Why Does It Matter?

The USP is your Unique Selling Proposition and what that means is that it’s the reason why people should buy your product. It’s the reason why you stand out in the market.

Most entrepreneurs when they think of their USP, they usually think of the features to do with their product and the way that it works. Maybe the way it’s got some like proprietary technology or whatever. And that’s good, it’s a start, but it’s not the complete idea of a Unique Selling Proposition – it’s kind of just the proposition.

But there’s a simple Venn diagram that you can use to make sure that when you’re getting your Unique Selling Proposition that it’s unique and that it’s a selling proposition.

The 3 Circles of the USP Venn Diagram

The very first circle at the top is what you do well. Most entrepreneurs know this. You know what your service or product is, you know what quality it is, you know you know how you are really good at doing this thing.

But then you’ve got your second circle. Your second circle is what the customer actually wants. And this is why the Unique Selling Proposition is step two in the content-led strategy – because step one is identifying your target person and getting inside their head. When you’re inside the head of your target person, you know what they actually want. You know the things that make them tick. You know their wants, you know their needs, you know their fears, you know their frustrations.

So, when you look at the things that you do, you need to put them in the words of the customer’s desires of the customers fears, of the customer’s frustrations, of the customer’s needs. You need to make sure that you’re talking about it on an emotional level in the way that they talk about it.

But at that point, you’ve still only got selling propositions. And these are important – it’s important to have a good long list of all of the things that you do well that are worded in the way that your customer wants to hear about it, or why it matters to the customer at all. But you haven’t yet made it unique.

In order to make it unique, you need that last circle on the Venn diagram. That last circle is what your competitors do not do well. And that little middle triangular bit of that Venn diagram that’s where your unique selling proposition lies.

Because if your competitors aren’t doing it, then it’s unique. Then you stand out in the crowd.

But even if your customer really freaking wants something and your competitor is saying the exact same thing as you there’s no way that they’re going to differentiate between you and them. And if your competitor is saying something else that you’re not saying they’ll choose them. But if you are talking about something that the customer really wants, and it’s something that you do really well, and your competitors are not talking about it – it’s a unique selling proposition.

Bring Your Unique Selling Proposition Front and Centre

Now a lot of people have difficulty with this because the uniqueness is the bit that’s difficult. Sometimes you find that your competitors are doing it but they’re not talking about it. And that’s an opportunity – it’s an opportunity to bring that message front and centre.

And this is the whole point. It’s bringing your unique selling proposition front and centre.

Your other selling propositions should be there but further down the page. Further down your brochure, further down whatever you’re doing.

Your unique selling proposition is your starting point for every piece of content you create. If you can push that unique selling proposition first, then you can go on to the other selling propositions.

I hope that was helpful. Subscribe to my YouTube channel and you’ll get updates on when I release new videos on the different steps in the content-led marketing strategy.

And if you are an ethical and sustainable business and you want help with your marketing you want some advice on your marketing please get in touch using the form below – I want to help you even if you can’t afford it.