Does Your Marketing Reflect What Makes You Unique?

Adrienna recently had a Marketing Pit Stop session with a local business owner. Here’s her key takeaway.

During a recent Marketing Pit Stop session, I asked the client a key question:

“What makes you stand out from the competition? What is your Unique Selling Point (USP)?”

Without hesitation, he replied:
“I am the difference. Our personal, hands-on approach. I go above and beyond, and genuinely care.”

It was a great answer—and one I hear quite often. The truth is, many small businesses are built on personality, passion, and personal service. That’s what makes them special.

I then reviewed his website and social media, and we found that none of that uniqueness, or personal approach, was reflected.

There were:

• No photos of him / the team

• No personal story behind the business
• No messaging about the benefits of working with them

Here’s the thing:

If your marketing and website don’t show your USPs, the value you bring, the benefits of choosing you over a competitor… then you’re missing a huge opportunity.

Your website and social media should feel like an extension of you and your brand—not just a business card. When someone lands on your page, they should get a taste of:

• Who you are
• What it’s like to work with you
• Why they should choose you over anyone else

Here’s what I suggested:

1. Show your face

People buy from people. Use real photos of you and your team. Share what you do, how you do it, and why you care.

2. Tell your story

What’s your “why”? Why did you start the business? What makes you passionate about helping others in this space?

3. Speak to benefits, not just features

Instead of just listing what you do, tell people how your services make their life easier, better, or more successful.

4. Use testimonials and behind-the-scenes content

Let others validate your approach. Show your process. Be real. That’s what builds trust.

The client left the session with a clear roadmap of changes they could make immediately to improve their online presence and, ultimately, get more customers.

Book your own Marketing Pit Stop with Adrienna today by emailing info@jonathankeable.com or calling us directly on 01752 220 377.

Business Strategy Group are a Marketing and HR company based in Plymouth, Devon working with clients both locally and nationally, including London, Bristol and Edinburgh.