Be Unique. Be You.

I once saw a TikTok video of a hawker selling makeup. He and his products were not so outstanding. And he was dressed just like any other hawker. But he attracted so much attention from the public because of his face. He was wearing makeup too. He did up his face as well as any regular man would attempt makeup. With colours that didn’t match his skin tone (somehow I think this was on purpose), and foundation that would have beautifully concealed his facial hair if it weren’t for his skin tone. His cheerful and unbothered attitude reminded me of a daisy. As in the flower, the daisy. I don’t know why.

Maybe because of how positive he was. Or because he just seemed so jolly. But I know that I think more about it. I think he was happy because of how clever he felt. Being able to think creatively to stand out. Because he did stand out. And I am sure he sold out, too.

I once read somewhere that all the ideas and innovations have been made. There is nothing new under the sun. Just the same thing being done differently. So what then makes you buy the same product from one vendor and not the other? There are many factors to consider, of course. But one of them is their vendor’s unique selling point.

But it is Easier said than done, right? Finding a unique selling point for your product or service? Because making yourself look like a clown with the make-up you are selling seems pretty obvious but yet we never see makeup sellers do the same. He chose a way to attract attention. So, how can you start yours?

1. Study your target market: Have you ever wondered what your ideal customer looks like? What do they do in their free time? Their challenges, hopes and dreams? Defining your customer persona not only helps you know what your customers need but also the best way to deliver your product to them. If you sell sports shoes, for example, your target audience would be people looking for the best quality shoes while working out, probably in the gym. How many people go to your local gym for example? Are they happy with the shoes they are wearing?
2. Study Your Competitors: Evaluate your competitors to identify what they are offering and how you can differentiate yourself. Look for gaps in the market that your competitors need to address. Just like that hawker who decided to wear the makeup he sells. Once you know what makes your competitors different, you will be able to define what makes you different.
3. Identify Your Strengths, Value and finally, your unique features: List your strengths, skills, and capabilities. Consider what you or your product can do exceptionally well. Is it customer care or unique delivery features? Are you exceptional at making follow up or does your product have a unique feature or ingredient that is not found in your competitors’ products? Whatever your unique strengths are, list them down and share them with the world.
4. Test, Iterate and Repeat: Implement your USP and monitor the response. Be open to making adjustments based on customer feedback and market changes. Be willing to repeat the whole process until you find what sets you apart that works for your audience.

Above all, consistency is key. But I am sure every business owner is tired of hearing that. So I won’t even attempt to make it point 5. It is important, though, to keep pointing out your unique selling point to your clients across all channels you wish to find them. Remember, a successful USP not only differentiates you but also resonates with your target audience. It should be clear, compelling, and aligned with the values and needs of your customers. Regularly reassess and refine your USP to stay relevant in a dynamic market and maybe one day you too could float above the grass like a daisy in the field.