Why YOU are your Unique Selling Proposition

There is a commonly used adage that I like to share again and again. It says, “people will forget what you said, they will forget what you did, but they will never forget how you made them feel”…

I’m sure most everyone has heard this before and many of us apply this quote to our daily lives (without even knowing it). But have you ever applied it to your business?

If you haven’t, you should relate this principle not only to how you interact with patients when they’re on your treatment couch, but in everything you do, from training employees to creating your marketing plan to writing the front page of your website. The way you make people feel is paramount – it’s what makes you unique.

What’s your USP?

So following on from that, what’s your unique selling proposition? I’ve heard many practitioners say their USP is safety in treatment or a high level of clinical care. These are important standards, of course – but a patient will expect this from any clinic they visit. Safety and care are not unique to any one clinic. Similarly, I’ve also seen practitioners with treatment-centred USPs – for example, big lips. However, big lips are a trend, and we all know how quickly beauty and aesthetic trends can fade and change. Practitioners who build their businesses on this will eventually be left in the dust.

Therefore, if you’re searching for what does set your clinic apart from the rest, consider this – YOU are your USP.

This is a short extract of an article originally published in Aesthetics Journal, Volume 7/Issue 12 (December 2020). To read the piece in full, please click the button above.