How many times have you heard: "You need a clear USP"?

Videos — tons. Articles — rivers. But the benefit? Almost zero… Especially if you are a micro or small business with a turnover of up to 50 million per year. 🐤
Smart terms are too complicated to grasp, there's no time to study the issue, but problems need to be solved!

💬 I've been in marketing for 6 years, and even I sometimes get stuck forming a USP. It's especially hard for those who don't have the energy or money for deep market and competitor research. I work with such businesses every day.

💭 And I thought — what if, instead of the USP that everyone is tired of, we introduce a more understandable and practical term that, at the intuitive level, at least stops scaring people with its complexity?

💡 And I came up with 💡
Forget the fancy terms from marketing books! I'm for marketing that's understandable in simple terms!

OKD — one key difference.
Or TKD — two key differences.

👉🏼 The simplicity of this term dramatically reduces stress. You don't need to be Steve Jobs or revolutionize an industry. You need to find one difference that matters to the customer.

OKD is:
* Something that competitors in your area/city don't have.
* Something that can be proven, shown, or stated.
* Something that directly influences the customer's choice.

Why does it work?
✅ Psychologically easier. It's easier for an entrepreneur to answer "What makes me different?" than "What is my USP?"
✅ Specifics sell.
People don't buy "high quality", they buy "delivery in 2 hours without extra charges". Not "individual approach", but "I only work with 7 clients a month, I have time to get into details".
✅ Focus.
When you have an OKD, you don't scatter your attention on everything. You communicate the main thing.

Uniqueness is not in "uniqueness".
It's in precision and the courage to say: "We do it this way. Only us."

As Warren Buffett said (I think it was him): "Find 1-2 differences from competitors — and your business is doomed to success."

❓ Food for thought: What one key difference do you already have — but you don't state it?

Stas Yesenin's channel