We all know the Rudolph story, don’t we? Ah, poor Rudolph. Mocked mercilessly for his very shiny nose, he was excluded by the other “more normal-nosed” reindeers. However, when the weather turned bad, who did Santa turn to? That’s right, Rudolph and his bright red nose were able to guide the sleigh on its 4,705,882 km/h journey through the mist and fog. (How do I know the numbers? well google it).
In any business, it’s important to know what your red nose is. What makes your business unique?
To be blunt, statistically, you’re unlikely to be the best or first in your field, unless you’re able to really narrow down your niche. You will never be the first accounting software company, food brand or sneakers brand, and you may lack the resources to be the best. However, you could possibly become the first/best company providing accounting software designed exclusively for media companies based in Nigeria, the first food brand to make breakfast parties a thing or something else equally specialized.
Just like Rudolph, your unique selling point (USP) might even be something other people look down on.
‘Oh, you’re a small business?’
Great. You’re far more agile and provide a more personal service than your larger competitors can dream of.
‘Oh, you’re more expensive than your competitor?’
Great. That’s how you’re able to provide a far superior service.
Whatever your USP is, don’t be ashamed of it.
Make sure everyone knows the reason they should be doing business with you.
Action: Identify (and promote) your USP
