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How to Tuesdays: How to Identify your Unique Selling Points (USP's)

Published Bernice on Tuesday, August 4, 2020

How to identify your unique selling points

In conversations that we have with schools, agents and service providers alike, the topic of USP's or Unique Selling Points often comes up and it is quite shocking to find out that people in our industry still sometimes struggle to come up with what their USP's are. When asking schools about their USP's, we often get replies such as "our teachers are all qualified"; or "we have amazing courses"; or "we have nice classrooms". Such conversations have inspired us to come up with a few pointers on what businesses need to focus on when identifying what makes them unique, how to go about identifying this, and also how to communicate this information to other business partners and the end customer.

There are various points to consider when identifying your organisation's USP's, such as:

  • Your target market
  • Your competition
  • The gap you are trying to fill in the market
  • Your objectives (and ensuring that these objectives are S.M.A.R.T.) For example, simply saying "we have nice classrooms" doesn't suffice. You need to say why the classrooms are nice. If you are going to use this as a USP, you need to be able to identify why your classrooms are nicER than those of your competition. 

The list goes on and on and we'd be more than happy to have a chat with you about helping you identify your own USP's because we believe that each school truly is unique. 

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