Making the most of your unique selling point

Stop: Hammertime! . . . or just stop.

Ok, so “unique selling point” is a hideous phrase, but it’s also an important part of your company’s marketing.

Every company, person, product or service has its good and bad aspects, and they all have USPs.

For example, our talented designer, Bhupinder, has quite a remarkable USP that he refuses to share with the rest of the company.

Bhups has a rap.

Putting aside for a moment the gross unfairness of sharing this information with us without actually performing the rap (despite repeated demands!), Bhups’ rap has already become office legend and something we reference continually.

When you think of your own USP, it’s good to have something that stands out, something a bit unusual (although I really wouldn’t advise people to start rapping for their company, there’s a fine line between quirky and painful).

Your company’s USP can be as simple as the people working for it, the time it’s been established, or the prices you quote. Anything from customer service to culture, price to product range might be your USP.

And once you identify it, your website can be crucial in highlighting your USP and making it part of your company’s narrative, simply by threading it into your content, and making references throughout your site.

Of course SHOWING* your customers is even more effective than telling them yourself, and that’s where testimonials and references can really make a difference.

*by the way, this is in no way a subtle attempt to persuade, coerce or bully Bhups into performing his rap at the Christmas party. That’s what the beer and the cattle prod** are for.

**I made up the cattle prod bit. No Bhupses will be harmed*** in the making of Christmas festivities.

***unless he falls down or something – but that’s his own fault!