Small businesses that are remarkable, you can do whatever business you want with a lot of competition, still, if you are remarkable you will stand out, for that you need one or a few URPs.
No, I didn’t misspell USP 😀 URP means unique remarkable point
In my blog, I talk a lot about being remarkable because one of the oldest marketing strategies and still the best is Word of Mouth. Just need to be upgraded to the 21st century.
The fact is that the majority of people that buy for the first time from a business, it’s due to these 3 reasons:
- Recommended by friends, coworkers and family, we can include now “online friends”
- Advertisement TV, Online (Google, Facebook, Youtube)
- Search on Search Engines
Advertisement TV, Online (Google, Facebook, Youtube)
May cost you a lot of money, especially for small local businesses and during tough times (Covid-19, Financial Meltdown). Decreases profit margins, difficult to manage, need to create great copy. And the worst thing, most people hate ads, so much so they developed “Ad blindness”.
Search on Search Engines
The holy grail of SEO (Search Engine Optimisation). If you are the top organic result of the 1st page on the search engine you have greater chances for people to click through to your site. But:
- SEO is very difficult to manage
- Search Engine Algorithms change all the time
- You cannot control your position, even if your business is the best in the whole town
- Only a limit number of results on the first page
- Search engines sell ads…
Recommended by friends, coworkers and family, we can include now “online friends”
This you can control, this you can build, this separates the remarkable, the good, the bad, the worst.
A Nielsen study found that 83% of people trust recommendations from people they know
A quote from a previous blog post:
USP – Unique Selling Point is a concept that is used many times to convince investors, sales people, employees, stakeholders that the business/product/service is special.
But USPs can in most instances be replicated or are not that special!
However, URP – Unique Remarkable Point is more difficult to replicate, but even more difficult to replicate is a URB -Unique Remarkable Business. This type of business has many URPs.
It’s difficult to replicate because you need to have courage, empathy and competitors need to know what you know.