So many people in marketing talk about finding your "Unique Selling Point" or USP. That thing that makes your business different to everyone else out there. I understand the reason for this because if you look the same as everyone else then it's difficult for buyers to decide why they should pick you instead of your competitors.
The problem with USPs
The only way to find out what makes you "unique" is to look outward at your competitors and compare what you offer, and how you offer it, to them and what they offer. Then you end up changing your marketing to fit around what they're doing. And what do you do if someone else does something similar to you? Suddenly you're not "unique"!
I've seen businesses get into a real state about their USP, especially in industries where (on the surface) businesses can seem pretty similar such as professional services. I hear marketing that starts with, "We're different to other [professional service companies] because..."
If you have to tell people you're different, then the rest of your marketing is not working.
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