Unique Selling Proposition (USP)
Most organizations provide a number of services. (or products)
They usually have competitors. To generate revenues and survive each organizations has to have a reason a prospect would select them over the competition. It may come down to one advantage.
Even if an organization is not the best at what they do, they might have a geographical, price, speed, or selection advantage to name a few, over their competition.
In some industries, organizations like to be close to competitors they generate more traffic as a group. Each organization is confident in their USP. For example, coffee, car dealers, furniture outlets, restaurants, entertainment, clothing stores all like to be together so that they can get a better opportunity to meet their ideal prospect.
In all these situations and especially online, you must be able to differentiate yourself.
Because of the long tail, (niches with three or more keywords) such as “Midwest Product Fulfillment”, you can target a very specific audience. Or if you do not have a lot of notoriety, you have to start with a smaller niche. For example, a “Fulfillment” company may have to start with a Midwest audience before it can attract a national audience.
Broadcasting your keywords through your website, emails, or social media publishing will draw the attention of a specific audience in need of your specialized “expertise” or “competitive advantage.”
