When people need promo, they have plenty of options. Your USP – or your unique selling proposition – can explain to them what sets your promo business apart from all the others. Once someone decides to work with you, your USP can also help you retain them and reduce client churn.

According to Gregory Ciotti, a writer and marketing strategist, your USP is a chance to show how you’re different and to outline exactly what your business offers that others do not. While there’s no one-size-fits-all approach to crafting a USP, there are some helpful best practices you can follow. In this issue of PromoPro Daily, we share some of these pointers from Ciotti.

Get crystal clear on your target audience. It can take some work to refine your ideal customer, but this is necessary to make sure you appeal to those who are the best fit for your business. Go beyond demographic information and think about your prospects as actual people. What are they interested in? What do they want to achieve? The more complete and clear you get, the more relevant and engaging you can make your messaging.

Find the promo industry’s personality “defects.” Some people have a negative perception about promo. They may use words like “tchotchkes” when referring to branded products. You can address this in your USP and explain how using this terminology is a disservice to a thriving and creative industry.

Avoid the superstar effect. In a nutshell, this is simply trying to be the best. When you’re trying to be the absolute “best” promo consultant or promo provider, Ciotti says this puts you among the status quo, giving you no opportunity to stand out. Instead of trying to be the “best,” strive to be different. Aim to provide something that people can’t find anywhere else.

Show your personality. Ciotti says incorporating your personality into your USP can be especially beneficial for small businesses. The key is to show what you care about while aligning it with what you offer. For example, take George Zimmer from The Men’s Warehouse. Ciotti says he built a brand that helped average guys look great in a suit without spending a fortune. In TV ads, he would say, “You’re going to like the way you look. I guarantee it.”

Your USP explains what distinguishes you from other promo companies. Once you create and refine yours, use it in all of your branding and marketing to attract your ideal audience.

Compiled by Audrey Sellers

Source: Gregory Ciotti is a writer and marketing strategist who contributes to the Help Scout blog.