Here’s what we’ll look at today:
Smart printers embrace what makes them different and let go of perfectionism.
Now, before you get too worried that this article is going to be a self-help piece, let’s be clear. For smart printers to understand what makes them different from other print companies, they first understand a critical component of their business: their unique selling proposition or USP.
What is a Unique Selling Proposition?
A unique selling proposition is what will set your business apart from your competitor’s or help you stand out.
It’s the thing that audiences tell their friends, family, and colleagues about when describing a business. For Amazon, it might be two-day, free shipping. For Saddleback Leather, whose tagline is “They’ll fight over it when you’re dead,” audiences speak of their high-quality, long-lasting products.
While a good USP is not necessarily a slogan, it will speak to the values of a company, highlight the company’s strengths, and use bold or assertive language while still being justifiable.
How Smart Printers Find Their USP
If you have no idea where to start on finding the USP of your company, try these tips smart printers use to find it:
Smart printers identify the differentiators.
Smart printers embrace and run with the idea that they are not the same as every other print company out there.
They pick out the slight differences and capitalize on them. Differences such as:
- Faster service
- Less hassle
- Local involvement
- Superb customer service
- Creative guidance
- A more extensive array of services, such as marketing or technology services
Smart printers go after their competition.
Instead of living in denial of their competition, smart printers invest the time to research what the competition is doing.
“Ok, wait. I thought you said I was supposed to ’embrace my different.’ Why would smart printers care what their competitors are doing then?”
Good question! Here’s the thing: unique is the keyword in a USP. Smart printers recognize that they have to have a finger on what USPs their competitors are using to see how their print company can fill the gaps and stand out.
Smart printers convey value.
It’s the job of the business or company to answer the “What’s in it for me?” question for their target audiences.
Smart printers take that list of differentiators they created and use it to convey the benefits of ordering print and other marketing services through their company. Some of these benefits are easily seen, and others are more subtle.
For example, at Marketing Ideas For Printers, an easily visible benefit to our audience is “helping you sell more printing.” One of the more subtle benefits is offering educational-focused content that’s conversational and easy-to-understand so that you can be more successful with your print business. Outside of the printing industry, here are some more benefits conveyed by businesses as part of their USPs:
- Target: “Expect more. Pay less.”
- FedEx: “When your package absolutely, positively has to get there overnight.”
- Domino’s Pizza: “You get fresh, hot pizza delivered to your door in 30-minutes or less…or it’s free.”
Why Smart Printers Choose to Let Go of Perfectionism
When trying to find a unique selling proposition, a lot of companies tend to think that being perfect is the only thing that will set them apart from their competition.
But, smart printers adhere to the wisdom of Winston Churchill when he said, “Perfection is the enemy of progress.”
The pursuit of perfection over progress often leads to:
- Unrealistic expectations that are impossible to meet.
- More and more stress and eventual burnout.
- Zero permission for failure, which leads to more aversion to risks.
So, while pursuing EXCELLENCE is commendable, you are hereby released from this idea that your print company has to be perfect to be unique.