These 3 Letters Will Get Your Local Business Endless Clients

Almost every single piece of marketing tries using these 3 letters, but I rarely see local businesses using them correctly.

That means if you learn what I’m about to teach you in the next 3 minutes, you will be miles ahead of your competition. 

Because most local businesses have the wrong idea of what a USP (Unique Selling Point) is. 

It’s not cheaper prices, it’s not about “we have the best and friendliest team”, it’s not about “we’ve been in business for over 20 years”.

If you want to crush your competition and be the #1 business locally for your service, then keep reading because this is going to change your marketing forever.

Avoid These USP Mistakes

There’s no need to have a fancy definition of what a USP is. It’s just simply this:

“A USP is the reason why a customer would choose you over your competitors.”

In the book ‘The Psychology of Selling’, the author Brian Tracy says that you should remember your USP so well that if someone woke you up at 3AM, you could say it in your sleep.

And most local businesses know their USP - the issue is that their USP is the exact same as their competitors.

How many times have you heard phrases like these:

• “We’ve been in business for over 20 years!”

• “We have an experienced team!”

• “We charge fair prices and provide a good service!”

Personally, I hear it in almost every single local business I see.

So having one of these as the USP doesn’t make sense. The ‘U’ stands for ‘Unique’, which it clearly isn’t.

Instead, you should create a strong USP by following this single process:

Guide To Creating A Strong USP

When people hear they have to be unique, they sometimes think they have to add explosions to stand out. The truth is that most marketing has such low quality that if you do a few things correctly, you stand out already.

The first thing you must do is know your audience.

I would imagine myself as a customer. Let’s say I’m looking for home renovation services.

The first things I would be thinking are:

“My kitchen needs something new. But if I hire a renovation company, they may not understand how I want my kitchen to look.”

The best way to know this for sure is to ask your customers who have had a positive experience. Ask them what they first worried about before they started working with you. 

Back to my example, you now have a problem to solve - the fact that I fear you may not understand my needs.

Most local businesses would fix this by saying, “we offer bespoke services…” but again, that’s not unique because everyone says that.

So let’s create a USP by solving a problem with our core offer.

In other words, let’s offer something extra to the customer which is useful to them.

Using the same example, offering a free 3D design mockup along with a quote would be a fantastic way to stand out.

• Your competitors are too scared to do this because they think it’s too high-effort.

• It’s a way to remove the customer’s fears because they can see the plans for their home directly.

So, adding a 3D design mock-up to the core offer of a free quote is a great USP.

To create a strong USP, all you have to do is find what your customers are scared of and then add a way to relieve their stress through your offer.

When most local businesses change their offer, the first thing they think of is a discount. This is not my favourite idea for 2 reasons:

1. It attracts low-quality customers who are price shopping

2. If you run discounts, some customers will wait to buy until you run another discount, and will only buy at that price. Again, this attracts low-quality customers.

Instead, it’s better to add something to your offer.

Examples are the best way to learn, so here are a few more:

If a local chiropractor had to create a USP, they would add something to their offer, such as a free posture assessment. Their USP offer is now “Book today and get a free posture assessment added on!”

For a local massage therapist, they would also add something to the offer. Their new USP offer could be “Book a 60-minute session today and get an extra 15 minutes free!”

You get the idea. A strong USP is about adding things to your offer to make your offer more valuable. You then become unique by actually having higher quality than your competitors, not just saying that you do.

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