Developing the unique selling proposition (USP) is one of the very first things we do when working with a new client. It helps us to position you and create a unique message. But when we ask, “What is your USP? What’s unique about you and your practice?”, time after time, we hear the same responses:
We provide excellent customer service
Our patients really love us
We offer high quality dentistry
We are all committed to our patients
As a patient, these items should be a given. Tell me, would you really want to go to a new dentist who didn’t offer high quality dentistry, or who wasn’t committed to their patients?
This won’t work as your USP, because every dentist in your market is saying the exact same thing.
To truly stand out in the crowd, you’ve got to sell what makes you different.
What is your WHY?
It’s why you chose dentistry as your profession.
It’s why you get up in the morning.
It’s why you’re excited to walk through those office doors every day.
It’s why you take continuing education courses.
It’s why you stay current with the latest technologies and innovations.
People don’t buy what you do; they buy why you do it. Your “Why” (aka your USP) is something that your competitors can’t claim. It’s uniquely yours. Let’s use Apple Computers for an example. In all their marketing, their “Why” comes first, followed by the “How” and the “What”:
In everything we do, we believe in challenging the status quo, we believe in thinking differently.
We make products that are beautifully designed and user friendly.
We just happen to make great computers – wanna buy one?
To truly set yourself apart in your dental marketing and in your market area, you’ve got to define your “Why.” It may be very easy and obvious; it may take some reflection and digging to unearth that gem that will distinguish you from the rest.
It may not be easy, but once you discover it, it will make all the difference in your dental marketing, in your message and in your practice.
When you find your “Why,” you’ll find your way. And we’ll know how to reach your perfect new patients.
Not sure where to start? Download our free guide for new dental marketing ideas!