Refining the USP

The Unique Selling Proposition (USP) of your business is that single aspect that sets it apart from the others. Without a USP you can be lost in a sea of ‘me toos’.

You probably started out in the business with a fairly loose USP, but over time your knowledge of the industry, product development techniques and target marketing should enable you to better determine exactly what it is that sets you apart.

It’s important to remember that tourism is an experiential activity. Your accommodation house, restaurant or tour bus is not the attraction in itself, but simply the means for guests to gain the experience they seek (eg pampering, freedom, escape, adrenalin rush etc).

Don’t fall into the trap of thinking that your USP is your ‘bricks and mortar’. It is the experience and benefits that guests should receive by using your business. Sales people know that ‘Features tell, but benefits sell’. In other words, don’t just tell them what your product is, but concentrate on what it will do for them and what benefits it will bring them.

When you have determined this, build the USP into all your marketing material, campaigns and selling procedures. It should be reflected in the text and design of your brochures, advertisements, website, the images you use, and even how you answer your phones.

Case Study (PDF - 88kb):View how a tourism business that began life fairly undifferentiated managed to develop a firm Unique Selling Point over the years, which has positioned it strongly in the marketplace.

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