Every equine business aspires to deliver a superior product and an outstanding service. But, do these traits really separate you from your competitors? As the marketplace is becoming increasingly crowded, the only way to stand out is to be different.
A unique selling proposition (USP) is more than simply a string of words. It not only defines how you are unique from and better than your competitors, but actively focuses your energy on creating a product or service for a select group – your ideal customers.
After all, the most common mistake any equine business can make is trying to please everyone.
Being the Best vs Being Different
I urge you to consider this: is it more fruitful trying to be the best or is your time, money and energy better served by being different? Let me explain this further…
In a global marketplace, your product or service could reach thousands of horse owners, all with subjective tastes, backgrounds and interests. What appeals to a 35-year-old male campdraft rider may be irrelevant to a 22-year-old female show jumper.
Rather than simply trying to be the best in every category, a more successful and far easier endeavour is doing something better by doing it uniquely. In essence, becoming the first choice for ___ product, service or process.
Appealing to All vs Appealing to Some
The truth is not everyone needs or wants what you’re selling.
While your equine business is built around your product or service, your success is intrinsically tied to a select number of people – your ideal customers. I can tell you now your money is better spent engaging with them, rather than trying to convince everyone.
Customer loyalty and pricing power are supported by your ability to nurture relationships with those who already believe in what you do. A unique selling proposition which speaks only to them is a competitive advantage that avoids the trap of trying to please all.
The Selling in Unique Selling Proposition
At the end of it all, the purpose of your unique selling proposition is to facilitate sales. Without sales, your USP is little more than a creative branding tool. With a well-defined USP, your equine business can successfully drive more sales and it begins by determining how you’re different.
Looking for some outside support? Don’t wait for success, create it — with the experts in equine marketing, Archer Creative. To learn more about how we can help you exceed your growth goals, call us on 1300 077 126 or visit www.archercreative.net.au.
Something for me to think about! As an equine author, I hope to be unique in that my stories are educational as well as entertaining.