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.

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