Mini Ways to Get Big Wins on Your Pet or Vet Website
I recently wrote a guest blog post for SEOCopywriting.com, and it’s all about the many benefits of creating a “mini USP” for each product or service you offer.
My post explains that in marketing, the USP (Unique Selling Proposition) is a well-known acronym for explaining why your products, services and business uniquely offer the best solutions for your customers. I like to call it a “Unique Solution Proposition.” And, you not only need a USP for your company, but also for each solution you offer.
Your USPs are important because you need to find a way to stand out from the clutter. You’ll want to articulate them on your website, blog and other materials.
Let’s look at some easy and specific ways to use this mini USP approach for big wins on your pet or veterinary website.
Here are several ways to think about this so you’re clear.
- Let’s say you sell pet health supplements. We all know there are hundreds of pet health supplements out there, so what’s the main reason pet owners should buy YOUR products? What’s the unique benefit or outcome each one of them provides? Do they offer unique and proprietary blends of ingredients, or perhaps the formula has been developed with veterinarians? Maybe it’s that they’re 100% organic… or they do something no other product does. It’s very tricky in the supplement market, but it’s worth setting your products apart.
- If you’re in charge of marketing your local veterinary practice — what makes your practice the ideal choice in your town? Is it your holistic approach, special services, free first visit, super-convenient location, team of specialists or something else? Once you identify the practice’s overall USP, you need to identify USPs for each service you offer. That’s because pet owners probably have several choices for wellness exams, preventive care, injury care, disease treatment and so forth. Why choose YOUR services?
- Here’s another one. Your company manufactures and sells equipment specifically to veterinary practices. Hundreds of companies sell veterinary supplies across many categories… so what makes yours the best in your category? If you sell practice management software, for example, what’s uniquely great about it? Is it the easiest to use, or is it the clever way it works across all mobile devices or integrates data?
Sometimes it can be a real challenge to come up with a mini USP for each product or service you offer… but if you talk with your sales reps, there’s a good chance you’ll come up with strong ideas. That’s because they’re on the front lines every day, explaining the difference between your products and the competitions’. Hopefully these tips help you as well, but contact us if you need guidance on identifying your mini USPs.
Until next time,
Here’s to a profitable veterinary website!
I try to remember to similar questions to the bolded ones when I speak to my pet writing clients on the phone – they’re a powerful kind of questions, any variation of “what makes you the best?” or “why do customers choose you?” – It truly brings out the best in them, they remember their main mission and what they offer that nobody else can. Great post!