My Example of Unique Selling Point
Everyone Sells the Same Product
Do you know what’s so special about this bouquet that I’m holding in the picture? Take a shot at it.
I’ve been in the wedding industry for 16 years and a floral designer for 9. So I do know a thing or two about fresh flowers. I don’t have a retail flower boutique, I only specialize in wedding florals. At one point in my floral design journey, I wanted to offer something more sustainable and eco-friendly than fresh flowers. Eternal roses were the answer.
Have you seen those eternal roses in a box? Yea, those that everyone off the street seems to be selling. They’re really just roses lined up neatly in a box and boy are they expensive. I never understood what was so special about those that people would literally pay $100 for 4 roses. If I were to offer eternal roses, they will not just be stems sitting in a box. I had to think of something different. I had to level up the product, level up to something people never expected.
Ten-up Your Product from Your Competition
That was when I designed my very first eternal rose bouquet collection. Within days of launching my eternal rose bouquets, I literally had other florists in town call me. One wanted me to work with them and do “my thing” in their branded boxes, i.e. be their slave. Another florist told me she was going to launch the same thing 3 days later and said maybe she shouldn’t anymore. Oh what a coincidence, right? That very same day this lady called me, I found out from my supplier that she went to purchase eternal rose supplies from them. Yup, so she was going to launch but only purchasing supplies 3 days prior? Ok, lady… Instagram influencers also flocked to collab with me. They have all received eternal roses in a box but have never seen eternal bouquets.
Two Sister Brands
When I launched my eternal rose bouquets, I came up with a new brand. Yes, I do wedding floral design and eternal roses are flowers too. However, they’re two completely different brands, two different clienteles, and two different ways of marketing. I had to rebrand to something else so people know exactly what I offer instead of “oh are these fresh or are they preserved”? I keep the two products/services separate. Fresh flowers for weddings and preserved flowers only in my online shop.
Side note: for those of you who are interested, read the Yahoo News article on my preserved flower journey here.
What Is Your Unique Selling Point?
With all this said. I want to ask you, what is your USP, unique selling point? Is your market saturated? Do you blend in with all your competition or do you stand out amongst all the noise? Don’t stand out by pretending to be something you’re not, be genuine. Find a way to appeal to your ideal customers while being authentic to yourself. What makes you different from your competitor? Do you have a product that is 10-up from your competitors? Once you answer these questions, it’s time to take a look at your branding. Do your brand and website, reflect your USP? Do your ideal clients know how you’re different from your competitors? Is your branding clear and not confusing? I love learning about other people’s USP for their business. I can learn a lot from it too. Leave me a comment below and let me know what is your USP. I want to be inspired!