Your Unique Selling Proposition (USP) must be clear in all of your activities for marketing in Africa. It is what a customer recognizes and thinks of instantly when they see or hear your name and it is your distinctive selling advantage that sets you above and apart from your competition.

Your USP is all-important. If you don’t have one, or you don’t articulate the one you do have, then you’re lucky to get any business at all.

Biggest Mistake: Many businesses make a basic mistake when they attempt any sort of marketing in Africa. When they are trying to attract new customers, they don’t state their distinctive advantage and so they indirectly say, “Give me your business instead of my competitors, for no reason at all.” Or, “Give me your charity because I have nothing special to offer you.” It’s ridiculous! Why would businesses do that? If you cannot give them a better reason, they are probably not going to transfer their business over to you.

Special Note: Do not confuse your USP with a slogan such as “Best Price, Best Service”. These are usually empty statements that mean little. Write out your USP in one or two paragraphs if you can and refine it until it’s irresistible.

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