Understanding your Unique Selling Proposition (USP)

Today, very few businesses are one-of-a-kind. So, what makes a customer choose your company’s product or service over your competitors?

The truth, it’s not necessarily what you’re selling that sets you apart and grabs a customer’s attention, but the messaging you choose to focus on.

This can be achieved by implementing an effective sales strategy around a “Unique Selling Proposition” that differentiates your business and resonates with your desired customers. When your company goals and values match those of your desired customers you can bet your last penny that they will buy into your business over your competitors.


So, what is a USP?

A Unique Selling Proposition (USP) is a statement that describes how your product, service or company is different and hopefully better than your competitions.

Historically, global brands have presented USPs in their slogans or expressed them in their positioning statements to make themselves more valuable to their customer group. You may have heard of theses famous examples:

Rolls Royce

“Trusted to deliver excellence; like nothing else on earth”

FedEx Corporation

“When it absolutely, positively has to be overnight”

TOMS Shoes

“We give a new pair of shoes to a child in need for every pair you purchase”


How do you establish yours?

Being ‘unique’ is rarely a strong USP and rarely true. Therefore, you must put your focus on an aspect which your desired customer cares about, otherwise your messaging won’t be nearly as effective. A compelling USP should:

  • Focus on the values of your ideal customer: Your desired customer must feel that you truly understand their needs and are therefore the best company to offer them the solution to their problem.
  • Assertive and defensible: Create a USP that encourages a consumer to make a case as to why they shouldn’t choose your competitor.
  • Leverage your industries reputation: Position yourself as the game changer in your industry. For example, the telemarketing industry struggles with a lingering reputation for being disruptive in favour of generating dishonest profits. However, knowing this about our own industry, Air have created a platform where our clients can see exactly how much time we spend on their campaigns minute by minute. This platform is truly transparent and shows us to be a collaborative partner who delivers exactly what we have promised our clients. By creating a USP that has changed the game of our industry we are now considered one of the leading telemarketing companies in the UK.
  • Avoid the “superstar effect”: A great USP is not claiming that your business is the best. How many times have you gone to a new city and seen “Best Restaurant” plastered on the doorway of multiple businesses? Companies often strive to be the best, but the first thing your USP should strive for is difference.
  • More than a slogan: While a slogan is one way your USP can be communicated, it’s also something your organisation should embody in other areas of your businesses. Don’t talk the talk if you can’t walk the walk.


Remember you’re still here to sell!

Just as Relationship Marketing is as much about the marketing as is it about the relationships, the same applies for creating a Unique Selling Proposition; it’s a form of differentiation that needs to be built around selling more products and services, not just to make your business into a quirky brand that stands out but can’t get traction.

  1. Remember each piece of marketing material or conversation must say “Buy this product or service, for this specific benefit.”
  2. Your proposition must be one that your competition cannot or does not offer; It must be unique either to your business or in a claim that your competitors have not made themselves.
  3. Your proposition must attract new customers and be created with the intent to sell, not just stand out.


Would you like more help establishing your USP? At Air Marketing Group we help our clients form and execute USPs that really resonate with their desired customers, deliver rewarding ROI and differentiate their business in the market place. To get the most out of your USP contact our experienced team today: contact@air-marketing.co.uk or phone 0345 241 3038.

How can you keep your sales momentum going over the festive period?

The lead up to Christmas is a fun and festive period. The office is draped with tinsel and twinkling lights, the team are adorned with Christmas jumpers and the Christmas tree is waiting in the door way to greet clients. But what about sales?

Whilst this time of year is fun, it is also stressful and a little tiring. With most people fixated on getting the perfect present, sales can often feel a little harder to win. So how can you keep the momentum of your sales and your team going over the festive period?

  1. Embrace it

This is one is simple but effective. Have fun, it’s Christmas! Your team have been working hard all year and, whilst sales are important, their happiness comes first – happy team = happy clients! Now, this doesn’t mean you need to have an office party every day of December, but the odd bit of festive fun wouldn’t go unappreciated. Throw in a Christmas jumper day, some mince pies, after work drinks and maybe even the simple pleasure of an advent calendar. They’re all little things but they’ll make your team feel valued.

  1. Be personable

Don’t just embrace the festivities with your staff, extend this to clients. Ask people about their festive plans, you may not want to talk about their child’s starring role as a donkey in their school nativity, but it is important to them and therefore important for your business. You could also employ a festive social media campaign, take photos of the office fun and share it with your clients – let them see the people behind the products and they’ll more than likely buy into your warm company climate.

  1. Build your pipeline

Whilst people may not be looking to buy new products right before, or right after Christmas, it doesn’t mean you can’t work to build relationships with new and existing clients so that you can start strong in the new year. Many businesses will slow down all together during this time, so make the most of the quieter market and get your foot in the door. Implement a gentler nurture email or social media campaign so that prospects know you’re there to help but don’t feel overwhelmed at a busy time of year.

  1. Take the time to re-strategize

A slower sales period isn’t always a bad thing. It can give you back some much-needed time to sit back and re-evaluate what went well and not so well over the year. By focusing on finding out where your efforts best lie, you can come back stronger in the New Year with ideas ready to go and a team who know what they are aiming for.

  1. Team initiatives and incentives

Engage with your team, make sure they know where they are headed and what you expect of them over this period. If they generate strong leads or close a certain amount of sales by the end of the week then reward them, have buzz meetings where you shout about their successes. Include them in meetings or catch up with them where you can to cultivate a transparent and honest culture.

  1. Set a theme for the New Year

Looking back on the year, set a theme or goal for the New Year and get your team to begin working on this in December. Do you want to better your sales techniques, customer service, team culture or client relationships? Tell your team that this is what you’re looking to work towards and get them to implement this in their day to day activities.

Team Air hope you have a merry and successful Christmas period. If you feel like you could benefit from any of our services, then why not get in touch to see how we can help you in the New Year? Call: 0345 241 3038 or email: contact@air-marketing.co.uk


Time management is vital to business – how can you better yours?

We’ve all had those days where we come into work and just don’t feel up to the day; tasks have been stacking up for days, deadlines have been pushed back and our workload just seems to be taking over our lives. And on days like these we often don’t help ourselves. Instead of tackling the more pressing tasks, we chose to do admin and smaller jobs which don’t take up as much of our time. Of course, this doesn’t solve the issue and we continue to get increasingly behind on our work and become even more stressed, leading to poor mental health – 1 in 6.8 people experience mental health problems in the workplace.

I know it’s sometimes easier said than done but in business we just need to grab the bull by the horns and take on the tasks that we don’t always feel up to – only 37% of teams in the UK report completing their project on time. An easy way to balance our workload is to simply invest proper time management. By effectively managing our time we reduce stress and increase productivity.


My top tips for time management:

Wind down and plan

Allowing yourself 15 minutes at the end of your day to wind the day down and go over the tasks which need focusing on the following day will allow you to create a structure to follow when you get in.

Book it in

Use your calendar – it’s right there to remind you to do what you need to do! By booking tasks into your calendar you will basically have a virtual PA which nudges you when it’s time to wrap up a task and move on to the next.

Eliminate distractions

Put your phone back in your bag (on silent), pop in your headphones and turn off anything that will distract you. This includes team chat notifications and emails, sometimes you just need to cut yourself off and work for an hour.

Colour code it

Sit down and work out which jobs are high priority and which jobs can be left for a while – then flag them with a colour code, ranking them in order of importance.


Make the most of training opportunities available to you. Sometimes sitting down with your team and/or a trainer and discussing various techniques which other people implement is a great way of making your day, and the business, run more smoothly.


My favourite Time Management concepts:

Follow The Pareto Principle

I am a strong believer in this time management concept – it’s tried and tested, based on the work of the Italian economist, Vilfredo Pareto, in 1906.

To put it simply, 8/10 tasks on your daily to do list are as important as your top 2.

So, take your daily to do list and write down 10 things that you want to achieve today. Of these 10, select the 2 that are most important. Make these your priority. Work towards these throughout the day, resisting the urge to procrastinate and take up smaller tasks.

In working towards your 2 most important tasks, you know that the key tasks can be crossed off and time can be given to the smaller tasks when you have the capacity to fulfil them.

Implement The Eisenhower Matrix

This concept was born from Dwight Eisenhower’s famous quote, “what is important is seldom urgent and what is urgent is seldom important”, and again it’s pretty straight forward.

The basic premise is that some tasks are simply more important to a business than others. Often it pays to be able to delegate, if you have an assistant (or a colleague with a lighter work load) then hand it over and save yourself the time to work on your more important tasks.


There really is nothing worse than coming to work and feeling like you can’t face the day. So, if you’re feeling a little snowed under, why not implement these hints and tips?


Opinion Piece by Nicolette Karides, Learning and Development Coordinator, Air Marketing Group



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