How to Identify Your Unique Selling Proposition
Your unique selling proposition (USP) is what sets you apart from your competition. Bed and breakfast owners must ask themselves, “How are we different and why should guests choose our accommodations versus all others?”
Legendary marketer, bestselling author, sought after speaker, and business growth adviser, Dan Kennedy, advises businesses to answer 3 questions in his book “Magnetic Marketing: How to Attract A Flood of New Customers That Pay, Stay, and Refer“:
- What specifically do you do that’s truly different than your competitors?
- How do you uniquely benefit your target market?
- Can you niche your target market in a way that nobody else can or will?
The goal is to identify what sets you apart and makes you different and that comes by understanding how you uniquely benefit your target market and deliver something in a way that no one else can or will.
There are several different areas that can distinguish you from other hospitality businesses, including:
- Accommodations: your property including guest rooms and baths
- Amenities: your extra on-site luxuries that set you apart
- Events: unique events you host like an annual charity ball
- Food: your signature dishes that guests consistently rave about
- Hospitality: the way you make your guests feel special
- Location: including local attractions and events exclusive to your area
- Niche: the segment of the population you attract and serve
- Packages: unique offerings to guests often centered around a theme
- Reputation: your achievements, what you’re known for, how others view you
- Uniqueness: having no equal, unparalleled, incomparable for something
- Value: your perceived importance or your worth to your guests
It may help to make a list of the compliments you have received from your guests (both spoken and written in reviews). If guests take the time to notice something and expression their appreciation for it, this could be something that makes up your unique selling proposition (USP).
When you know your USP, then you can promote that on your website, in your blog posts, on social media, in your press kit, in your videos, in your slogan, and so on. When you distinguish yourself from other accommodations, you are much more likely to attract guests. People crave experiences and when you can show that are the only place to offer X, Y, and Z, then your rooms will be booked.
Image by Marcus Berg of Unique Angles Photography
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