As more and more people decide to take charge of their career and ditch permanent employment in favour of contracting, it can be difficult to make your voice heard in a crowded market. You know what makes you stand out from other contractors, but are potential clients aware of this?
If you’re not sure where to start, don’t worry. We’ve covered everything you need to know about discovering your unique selling proposition (USP), often referred to as a unique selling point, and how you can promote this to attract your audience.
What is a unique selling proposition?
A USP is one of the essentials in your marketing toolbox. It’s a summary of what makes your business stand out from others in your field. It’s also a way of making it clear to customers that there’s nobody else that does what you do. Your USP is whatever distinguishes you from your competitors.
Ask yourself, why should people choose me to complete an assignment for them? Having a USP is important, and should help people in choosing who they want to complete their work. Your USP also allows you to market yourself as different and you should actively promote this.
So, what is your unique selling proposition?
If you’re unsure as to what your USP actually is, then look at the products you buy and why you buy them. What makes you buy a particular brand of coffee, or a certain brand of shoe? You’ve chosen these because they stand out amongst the rest, so what differentiates you from other contractors offering similar services?
Your USP could be absolutely anything. Have a think about the services you offer, and note down anything that puts you above the competition. It doesn’t even have to cost much either, your USP could simply be the trusted service that you provide to your clients.
Creating your unique selling proposition
An effective USP should be:
- Assertive, but defensible: This forces you to make a case against any competing products. It’s also more memorable.
- Focused on what your customers value about your business: Unique means nothing if your potential customers don’t care about it.
- More than a slogan: A slogan can communicate your USP, but it’s something that needs to exist in multiple areas of your business.
Once you’ve had a think about these three points, take a look at what you’ve written. Some of these valuable points may be included in your USP. You’re then free to fine tune this as much as you wish, until you’re truly happy with the outcome.
Promoting your unique selling proposition
Now you’ve created your USP, it’s time to make your voice heard. The good thing is that you’re able to promote this in a range of different ways. The more, the better. Here’s a few promotional techniques to get your brain going:
- Social media
- Your company website
- Any printed material (letters, leaflets etc.)
- Company merchandise
Everything you need from a contractor accountant
Now that you’re on your way to set your business apart from the rest, why not look for a contractor accountant so you’ve got more time to concentrate on offering your services? At Nixon Williams, we’re committed to making the lives of contractors as easy as possible and we have a depth of understanding in how best to support contractors. If you’re interested, get in touch with our experts to find out more.