Dentists are dentists are dentists. This, unfortunately, is the view of many people I talk to that aren’t involved in dentistry. And to make matters worse, many dentists seem to think the same by not giving potential patients any form of ‘Unique Selling Point’ or USP.
A USP is vital.
Your USP should be ingrained within every part of your being and be recalled at the slightest drop of a hat with no hesitation or faltering.
If a person says ‘Why you?’ then you should be able to answer instantly (and so should the whole team)… and ‘because we’re the best’ just doesn’t cut it any more… everyone says that!
So here are my top 5 tips for generating your USP:
- List what you do really well
- Add your name to things
- Systematise what you do
- Name your system
- Ignore the competition
List what you do really well
Take qualifications, certificates, high tech equipment, experience, practice location, practice decor and layer it all together. Look for things that are fairly unique about you, they don’t have to be totally unique, but rare is good.
Then create a single sentence that encapsulates it all, layering in each item.
It’s the combination that makes you unique, so be really explicit about it and blow your own trumpet, so to speak
Add your name to things
No-one else has your name, so use it. Plonk in front of things. The ‘Dr XYZ technique for Whiter Teeth’ no no-one can say they do it the same way as you
Systematise what you do
When you do teeth whitening you might take a shade take before, do surgery whitening, top up with home, do a post op shade take and take some photos. That’s 5 steps so now you have the ‘Dr XYZ 5 step technique for Whiter Teeth’.
If you can then layer in some of the items from your list of things you can add extra steps and extra uniqueness. For example, you might have a fruit juicer at the practice – you can then add this as a step 6 for extra uniqueness
Name your system
Come up with as many steps and systems as you can, then give them all a name. Perhaps something that reflects what you do at the practice or your philosophy. Whitening can have grades ‘velvet white’, ‘smooth white’, ‘ice white’… “Dr XYZ’s Ice White 6 Step Teeth Whitening”
Give the whole system a name and even consider branding and protecting the rights to it. This makes it totally unique and simply can not be copied by anyone.