What is unique, truly unique about your business, unique enough among the common clutter of shared features and benefits to get me to spend my money with you?
Let’s switch for a moment and get you thinking in another direction about this very same topic. Within a given price range what’s the difference between one hotel and another?
No much! But sometimes even something small is enough to influence a person’s purchasing decision. I now try to book my stays at Westin Hotels, not because they are particularly better in any respect from other higher end hotels but they offer and MARKET very cozy beds. They call them “heavenly beds,” but whatever they call them I can tell you this, it’s the closet thing I can come to sleeping in my own bed when I am on the road. What’s more I’m willing to travel a little further out of my way and pay a little more to get it!
At a lower price point, and for say driving cross country, I would choose Wingate Inns. In this case I would choose them because I KNOW they will have working high speed Internet access for free! It astonishes me that ALL hotels these days don’t, but they don’t so why get stuck?
There is another hotel chain that struck a deal with the NBA by buying longer beds!
Motel Six is the clear leader in the perception of cheap!
At Holiday Inn kids stay and eat free!
These all are simple yet potent examples of positioning yourself as better and different in an incredibly crowded market!
So what ONE Unique SELLING Proposition (USP) are you going to build on and CHAMPION in your marketplace? All it takes is ONE, but without it you are just another business saying how good your service is …and they all do that!
