Experience Design at Scale

At Genuine Design Co., we want to show you the value of presenting your company as a leader in your sector. Establishing your unique selling proposition and deciding the best way to communicate that message is what we do best.

Small business owners are great multitaskers by nature, but when you’re selling against competitors with basically the same service line how do you compete? Most small businesses will fall into the trap of offering their services at a discounted rate, but you don’t have to devalue the quality of your service if you are able to communicate what makes your company special. Establishing a unique selling proposition (USP) does just that. Researching your competition and knowing how they are positioning themselves allows your team to take a different  stance and establish exclusivity. 

Although researching and documenting things that you deal with on a daily basis may seem monotonous it is very valuable to look at what type of value you’re bringing to your customers by putting yourself in their shoes. 

Depending on how competitive your market is you may be dealing with a lot of components in your sales pipeline that can slow the opportunity of closing a deal and gaining a customer. When we work with a new client our team looks at the big picture and how we can assist in achieving your goals. We will work with you to determine the best message or messages that communicate quickly and efficiently. Once we establish your USP we are able to develop content that supports that message. 

One of the best ways to create trust between potential clients and your company early in the relationship is to provide content that is valuable, resonates with their needs, and peaks their curiosity.

HOW TO CREATE YOUR USP

1. Establish your Target Market, Audience, or Ideal Customer. Trying to create a message that appeals to everyone won’t work. You’ll end up being so generic that your message won’t resonate with anyone. Pick a group of people that you would love to do business with. Perhaps refer to a current customer, get specific. Male / Female, age range, interests, location, etc. 
2. Create a list of things that your company does that makes your business different from the competition. It can be things like the user experience, a product or service that only you offer, a unique process, or some type of technology. Look at this from your customer’s perspective.
3. Interview a few current customers. Talk to some of your current customers and see what they think about your business. Be mindful of their time by keeping your questions brief, but make sure that they allow the interviewee to give you some insight into their experience. Avoid questions that steer toward one word questions. If possible sit down with your customer in person or ask your questions over the phone and take notes. 
4. Look at 3 of your competitors in detail. What do they do well, what do they do poorly? Ask yourself how you can exploit this opportunity. Is there anything that you can immediately change your messaging or communications that will enhance your sales? 
5. Solve their problems. Compile your findings in one document and illustrate how your business, service, or product solves your customer’s problems. Everyone is pressed for time, if you can illustrate how you are going to make your customer’s life easier you can begin to convert leads into devoted long-term customers.