Being an accountant can mean that you find yourself in a crowded market. So much so that you may often wonder how you can make sure that you stand out? The answer to this is to ensure that you identify your unique selling point (USP).   

Knowing your USP is one step towards making sure that your accountancy firm gets out there and ahead of your competition. However, it can be hard to know exactly what yours is and how to use it!   

What is a USP?  

As I have already mentioned, a USP is what makes your accountancy firm unique compared to other accountancy firms out there. It is not a simple tagline or logo; it is what you can do, what you can offer that others might not be able to do at as high a quality as you do.   

How do I know mine?  

The next step is to think about what exactly your USP is. The first thing that you want to do is to think about what your niche or specialism is. When you have a niche, you are going to be able to present this to your audience and ensure that they know what you can do for them and why they should choose you over the other accountancy firms out there.   

Another thing to do when it comes to knowing your USP is to think about what your clients need. Once you identify their needs, then you can make sure that you streamline what you offer (and how you present it) in order to best appeal to them. In fact, they may not always know what they need or want, but if they hear it from you, then they are going to want to know more about your service.  

When it comes to your USP, you need to know what your competitors are offering compared to you. After all, the last thing that you will want is to find out that the USP that you have really thought about and taken time to consider is also the USP that your competitors are presenting as theirs.   

The last part of your USP that you need to think about is how you can promise your clients the help that they need.

The best way to do this is follow these three steps:  

• Identify your audience   
• Present your firm as having a solution 
• Showcase your offering and ensure they know that it is unique  

It is important at this time to be as specific as possible; you want to ensure that those who you are trying to appeal to really understand what your USP is and how those unique points can benefit them.   

If you are vague, then there is always a chance that they are not going to understand what it is that you are trying to say, and then your efforts will have been wasted.   

It can be tricky to identify and then work with your USP, but I can promise you that the effort that you put in will be worth it in the end. Being seen as unique and having a unique selling point can only help you to stand out from the crowd and ensure that your accountancy firm is seen as the one to choose.   

Take a look at some of my other blogs you may be interested in:

Knitting together the confusing world of Value Propositions, USPs and Straplines

6 reasons why your accountancy practice’s marketing is going wrong

Need help?

If you would like help with your marketing then bringing on a marketing consultant with a fresh pair of eyes can make all the difference. I work with B2B businesses and professional service firms in London, Kent, UK and Europe as well as specialising as a Legal Marketing Consultant. Please get in touch or book a free 30-minute consultation.