What makes your agency different?

90% of the agencies I meet believe they have a unique selling point (USP) yet in truth, it turns out to be generic and doesn’t make them stand out from the crowd.  They tell me:

• We go the extra mile
• We really care
• We are trustworthy
• Yada yada yada!!

But these are just glib statements every agency makes.  

So is it really important to have a USP?  

Is it better to be a niched business or a generalist?

And if so, what makes you truly different?

Agencies who are niched are seen as specialists and will be competing against a smaller pool of similar companies. As opposed to generalists who are competing in a larger pool and often differentiate on price.

Niched businesses should be able to 'speak the language' of their market place and demonstrate a deep understanding of their potential customers' needs. This has to be more appealing to prospects and give them the confidence that you understand and can help them.

But does being niche preclude you from other opportunities?

A wise person told me start niche and then go wide.  With this approach, being niche doesn't stop you from working with other industries or sectors, it just means your starting point is niche and it gives you a clear message to market.

A couple of guide below will help you discover your niche.