How do you add value to what you do? With many qualifications being similar, what makes you or your business “stand out”? Most marketers would refer to this factor as your USP—unique selling principle. I think of it as a “bonus.” This is something you wouldn’t have to do or have to offer, but you do because this bonus, although a small item or service, is quite memorable.
Recently, I’ve witnessed the bonus in my travels. As a final step, some boutiques will place an otherwise ordinary item in a delightful bag with colorful tissue and ribbons, making me feel festive. Another time when I’ve asked about the spiciness of a deli food item, my question has been received with a smile and a substantial taste. I feel as if the vendor is working with me, helping me to make a decision. Can’t forget about my CPA. He sends a template to help me organize my tax information–a great way for people like me who really would prefer that others take care of the “numbers.”
My bonus? I offer a free, monthly Writing Roundtable to help business people understand more about timely communications topics and to provide a natural setting for meeting people and networking.
First offer integrity in your business and then do something memorable. It will make you feel good.
Long story, short: Everyone wins!
