Why Buy from You? How to Communicate Your Unique Brand Benefits

Customers are constantly assessing the value of buying from you. The benefits you offer are what attracts new prospects and brings back returning customers. Unique value sets you apart from the many choices offered by your competition.

Benefits you communicate are the distinguishing features of your brand

Developing your branding message is an essential process. This stepwise strategy will make sure that your target market knows what’s in it for them when they buy from you:

#1: Differentiate yourself from the rest.

With rare exceptions, the product or service you offer is a commodity that customers can find elsewhere. Plenty of dependable firms have industry longevity, offer fair prices and sell the products customers seek. These facts about your own business will not set you apart from the rest. Unique qualifications, abilities and results will. Can you fill a void in your market? Decide what makes you the special source that customers will seek.

#2: Solve an issue that benefits your customers.

Customers seek specific solutions to problems they face. If most competitors can solve the problems or provide the products customers seek, they’ll have no reason to come to you in particular. Discern what makes your service or product the best solution. That benefit is the stand-out value you will provide.

#3: Say it well in as few words as possible.

Now that you know what you’ve got that is special, it’s time to get the point across indelibly. A Unique Selling Proposition, or USP, is a marketing tool used to state concisely and effectively the benefit of buying the best you have to offer. What can you offer that beats all your competition? Put your unique value into a few memorable words. A well-chosen USP can literally determine the success of your business.

#4: Promote your USP at every opportunity.

Now it’s time to use the USP in ads, sales presentations, landing pages, business cards, letterhead, and websites. Wherever your company shows up, your USP shows up with you. This is how you keep the market focused on your unique benefit niche.

#5: Deliver the benefits you promise and reap the rewards.

You make an offer the customer can’t refuse. Now it’s time to back up your word with integrity. Do this and the niche is yours. Create a market focus, get the message across, and deliver on your promises.

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