Discover Your USP and Use It To Power Up Your Sales

Discover your USP & differentiate yourself from the rest

Discover your USP and stand out from the rest

The key to effective selling is what advertising and marketing  professionals call a “unique selling proposition” (USP). Unless you can  pinpoint what makes your business unique and makes you stand out  from your competitors, you cannot target your sales efforts successfully.

 So what is USP?
USP is the reason presented by the seller that a product or service is  different from and better than that of the competition. This is the  benefit that your customer or client receives that makes your business stand out. It’s what makes you different and earns you a special place in the minds of your potential customers.

The point is, differentiating your business is a Good Thing, whether you’re talking about the business itself, your products or your marketing. Think about it from your customer’s point of view. With tens or hundreds of potential options out there, you have to answer the question, “why should I buy from you?” If you don’t answer that question quickly and effectively, your potential customers will move on.

USP Is Not About Being the Best
Having a great product or superb content is probably not enough of a difference to make your business stand out. In most markets, having a great product is just the price of admission.

When you’re small, it’s hard to compete on product or content quality alone. You need to change the conversation. Instead of screaming “hey, look at me, I have great stuff too,” you want to confidently say, “hey, I’m all about X, we do things differently. If you’re into X, we’re the only place you can get it.” The answer is that you don’t compete at all. Instead, you become the best at something no one else is attempting.

Discovering Your Unique Selling Proposition
There are a lot of different approaches you can take to discovering your USP which might end up being a combination of things. There’s no one right answer and depending on what business you are in, even a small amount of differentiation could lead to a much greater shot at success.

Here are a few simple ways to differentiate your business. These aren’t the only ways, but it’s a starting point to get you thinking.

Use Your Personality
If you’re running a very small business or are the primary owner of your business, sometimes your personality alone can be a powerful difference. You have to have a personality that resonates with people to pull this off however. Putting your personal stamp on many aspects of your business will allow you to create something no one can directly compete with.

Explore The Intersection Of Ideas
Interesting things happen at the intersection of ideas. Mix collective buying power with the social web and you get Groupon. Mix retail buying with the web and you get Amazon. Think about the industry your business is in, and what you could add to the mix to make it more interesting and unique. It doesn’t require inventing something new, just combine two things you already know about.

Narrow Your Target Market
You can choose a narrow target market who has never had a business like yours cater specifically to it. For example, become a Financial Advisor just for Registered Nurses (RN), or a CPA just for Restaurants or an Event Planner just for large outdoor events. Think about this from the customer’s standpoint. If you were a RN and need help with financial advice, you would be inclined to choose that person who that specializes in RN.

The other benefit of specializing in a narrow market segment is that promotion becomes much easier. You know where to find your target market  and you will better know what marketing message will be appealing.

Finally, Remember You’re Not Trying to Appeal to Everyone
As you begin to develop your USP it might seem like you are leaving out some potential customers as it is a natural tendency to want to please everybody. But when you try to please everybody, you end up pleasing no one. The goal of your USP is to connect more strongly with some people, and not so much with others. This is what you want because when you connect strongly with a smaller lucrative market your revenues will increase quickly.


A First in the History of the Long Island Caribbean American Community

President of the Long Island Caribbean American Association, Douglas Mayers, Director of Community Development of Nassau  County, Ray Thomas Director, Co-Founders of Caribbean Business Connections Hanif Russell and Sandra McCarty launched ‘Business Networking At It’s Best’, with Naala Royale, the only Caribbean American female Owner of a fine dining Caribbean restaurant in Nassau county. President Douglas Mayers was  be joined by several very special guests of elected officials and outstanding Caribbean business owners.   

Caribbean Business Connection in conjunction with The Long Island Caribbean American Association presents “Business Networking At Its Best”.  These are a series of networking events that will be held the first Wednesday of each month at a Caribbean owned establishment, a first in the history of the Caribbean American business community. The kickoff event was on June 6th at Dunns River, 93 N. Park Ave, Rockville Center. These are free events with delicious complimentary Caribbean hors d’oeuvres and all are invited.

Ray Thomas, Director of Community Development of Nassau County with Co-Founders of Caribbean Business Connections, Sandra McCarty and Hanif Russell – photo credits, James H. Morris of Top Notch Photography

Caribbean Business Connections was created to be a platform that bridges the American and Caribbean business communities as well open up opportunities in the Caribbean region. These networking events will allow business owners to meet the Movers & Shakers in the Caribbean business community and set the stage for building strategic alliances.

Upcoming Business Networking Events

  • July 11, Spices Negril, 1094 Grand Ave., Baldwin
  • August 1, Nakisaki Jamaican Chinese Restaurant, 276 Fulton Ave., Hempstead
  • September 5, Retro Lounge & Grill, 10 Brooklyn Ave., Freeport
  • October 3, Magnet Sports & Entertainment Lounge, 241-05 Linden Blvd, Elmont



Retro Business Networking May 24 Hosted By Sandra McCarty of SM Business Solutions


Be willing to give something of value before expecting to receive


Business Networking Tip: 

Come with an attitude of gratitude. You are happier when you are grateful and happy people are far more attractive than complainers.