Open almost any book on marketing and you’ll soon come across a chapter on “Unique Selling Points.” Usually referred to as USPs, many regard them as a key pivot for the business success, as it’s what makes a company stand out amongst the rest. But ask most vets what their USP is and they’ll either look at you blankly, or mumble something along the lines of “we try to give a good service to everyone who walks in” – which may be true, but is hardly unique or eye-catching. Alternatively the vet may quote their practice strap line or mission statement, but then admit that this was conceived twenty years ago and that half the staff don’t even know that they have one.
So whilst a snappy slogan isn’t necessarily the shortcut to making a better business, if you feel that your practice needs to emphasise its USP to stand out in today’s crowded marketplace, why not call Peter Gripper at Anval (01963 370168) or e-mail enquires@anval.co.uk.
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