Month: April 2025

Episode 5 – How to Develop Your Unique Selling Proposition (USP)

Posted on by Tristan Martin

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In this episode of Business Made Smarter, Ed Nell sits down with Doug D’Aubrey to discuss the importance of identifying and developing a strong Unique Selling Proposition (USP). Doug explains that a USP is not just about being “different” but also about understanding why customers choose your business over the competition. He shares practical advice on how to uncover your USP by talking to customers, avoiding common mistakes, and using it effectively in your marketing strategy to stand out in a crowded market.

Key Takeaways

Understanding Your USP: A USP is what makes your business stand out and is rooted in why customers choose you. It’s not about what you think makes you different, but what your customers perceive.

The Right Questions: To uncover your true USP, ask your customers why they bought from you in the first place, not just why they continue to do business with you.

Customer Feedback is Key: Use surveys or direct conversations to learn about the decision-making process of your customers.

Avoiding Common Mistakes: Don’t fall into the trap of thinking common qualities (like being “the quickest” or “the cleanest”) are USPs. These are often expectations, not differentiators.

Marketing Your USP: Once you identify your USP, it should be the cornerstone of your marketing strategy. Use it prominently in your messaging to attract customers and show why your business is different.

Key Moments

“A USP is not about what you think. It’s about what your customers think.”

“The real value is in understanding why people buy from you, not why they keep buying.”

“Listen to your customers. They’ll tell you the real reason they chose you in the first place.”

“Once you know your USP, make it the centre of your marketing—tell everyone about it.”

About the host

Doug D’Aubrey, founder and Managing Director of Executive Training and Consultancy (ETC), leverages extensive senior management experience to help businesses across the UK and Europe. With tailored consultancy packages ranging from short-term projects to 3-year growth programs, Doug aids companies in improving operations and achieving results. Doug’s success lies in his honest communication with leaders, identifying strategies to enhance management skills and optimise service delivery for measurable outcomes.

Take advantage of a FREE 2-hour Business Review with ETC’s expert consultants to identify goals, tackle challenges, and create a clear plan for growth. Visit https://exec-tc.com/ to book your review.

Subscribe, share, and leave a review to stay connected and keep your business journey moving forward!

Understand Yourself: Developing Your USP in 2025

Posted on by Tristan Martin

In today’s digital-first world, where customers have instant access to endless options, your Unique Selling Proposition (USP) isn’t just important—it’s essential. Standing out from competitors requires more than just listing features; it’s about clearly articulating why someone should choose you over the alternatives.

Many businesses focus on selling their product or service without addressing what makes them different. If your USP isn’t immediately clear to prospective customers, you risk being overlooked. So, do you know what truly sets your business apart?

What is a USP?

Your USP (Unique Selling Proposition) is the factor that makes your business distinct in a crowded marketplace. It’s what grabs attention, builds trust, and convinces customers to choose you over competitors.

A strong USP isn’t about what you think makes you different—it’s about what your customers perceive as valuable. A common mistake is crafting a USP based on internal assumptions rather than actual customer needs. For more information on understanding your target audience, please read last months blog Understanding your customer in 2025

How to Identify Your USP

Defining your USP requires a deep understanding of four key areas:

  1. Your Business: What do you offer that no one else does? What are your strengths?
  2. Your Customers: What do they need, expect, and value most?
  3. Your Competitors: What are they doing, and how can you differentiate?
  4. Your Industry: What trends and changes are shaping customer expectations?

A well-defined USP is built around these insights, not assumptions.

For New Businesses:

If you’re just starting, you won’t have years of customer data, but you can leverage research and feedback to shape your USP.

  • Conduct a SWOT analysis (Strengths, Weaknesses, Opportunities, and Threats) to compare yourself with competitors.
  • Speak with potential customers—surveys and interviews can reveal what they truly value.
  • Define your ‘WHY’—the reason your business exists beyond just making money.

For Established Businesses:

If you already have a customer base, they’re your greatest resource for refining your USP. Ask:

  • Why did you choose us over competitors?
  • What keeps you coming back?
  • What problem do we solve best for you?

These insights often reveal your strongest differentiator.

Why Your USP Matters More Than Ever

A clear, compelling USP:

  • Attracts the right customers – those who truly value what you offer.
  • Strengthens marketing – making it easier to communicate your benefits.
  • Guides business decisions – helping you stay focused and avoid distractions.

Your USP should be evident in every customer touchpoint—from your website and social media to sales conversations and client onboarding.

Top Tip:

Write your USP down and incorporate it into your business strategy. This ensures clarity not just for your customers, but for your team, investors, and partners too.

How ETC Can Help

If you need expert guidance in defining or refining your USP, ETC is here to help. Our straight-talking, results-driven approach ensures you get practical, actionable insights tailored to your business.

If you’re new to ETC, take advantage of our free new business review. In just two hours, we’ll provide expert advice and leave you with practical steps you can implement immediately to improve your marketing and sales efforts.

Don’t let outdated customer insights hold you back—contact us today to future-proof your business!

Episode 4 – How Automation and AI Enhance the Customer Journey for Small Businesses

Posted on by Tristan Martin

Subscribe: Acast | Amazon | Apple Podcasts | Deezer | Jiosaavn | Spotify

 

In this episode of the Business Made Smarter Podcast, Doug D’Aubrey and Michele Ibbs discuss the importance of a well-defined customer journey and how automation and AI can streamline business processes. Michele explains how her company, Truly Yours, helps businesses by creating bespoke customer journeys, utilising automation tools such as Go High Level and AI to save time and improve productivity. She highlights the advantages of integrating automation with systems like CRM to enhance customer service and marketing.

Key Takeaways 

The Customer Journey is Key: A successful customer journey requires detailed planning and multiple touchpoints, from the initial inquiry to offboarding.

Automation and AI Integration: Implementing automation tools and AI can significantly reduce the manual workload, increasing efficiency and customer satisfaction.

Human Touch in Automation: Automation should feel personal, with tailored messaging that looks human, even when automated.

Optimising CRM Systems: CRM systems like Go High Level allow for better segmentation and automation, but choosing the right system for your business is crucial.

Small Business Advice: For small businesses, starting small and building gradually is the key. Focus on setting up basic processes first and expand as needed.

Key Moments

“The customer journey needs all those little touch points and what I call the fluffies to make sure everything runs smoothly.”

“Automation is great, but it must look human—timing and personalisation are critical to avoid it feeling robotic.”

“APIs are like front door keys, allowing different systems to communicate with each other effectively.”

“Don’t overwhelm yourself—start with small steps and gradually build up your CRM and automation processes.”

“The right CRM can save you hours. But be cautious of free systems that add on costs as you grow.”

About the guest

Michele Ibbs is the founder of Truly Yours and I’m Your PA, specialising in automating customer journeys with AI and CRM systems. With 17 years of experience in call handling, she helps businesses streamline processes, increase productivity, and enhance customer satisfaction. Michele’s expertise in automation, particularly with Go High Level, enables her to deliver tailored solutions that optimise operations and improve client experiences. Find out more: https://imyourpa.co.uk/ & https://www.trulyyours.agency/

About the host

Doug D’Aubrey, founder and Managing Director of Executive Training and Consultancy (ETC), leverages extensive senior management experience to help businesses across the UK and Europe. With tailored consultancy packages ranging from short-term projects to 3-year growth programs, Doug aids companies in improving operations and achieving results. Doug’s success lies in his honest communication with leaders, identifying strategies to enhance management skills and optimise service delivery for measurable outcomes.

Take advantage of a FREE 2-hour Business Review with ETC’s expert consultants to identify goals, tackle challenges, and create a clear plan for growth. Visit https://exec-tc.com/ to book your review.

Subscribe, share, and leave a review to stay connected and keep your business journey moving forward