When it comes to marketing your antique business you need to identify your niche and communicate what makes you different from all the other antique dealers out there. Why should someone shop with you versus someone else? You’ve got to Communicate Your Thing. In marketing terms this is your USP - Unique Selling Point or Unique Selling Perspective.

When you’re running an antiques business - you need to be SAVVY about communicating your message.

You need to BE SPECIFIC. Every single antique dealer I knows has a USP - find yours and COMMUNICATE IT!

There are a lot antique dealers. That’s a lot of people doing the exact same thing. When you sell antiques you’re selling a story.

​Your Unique Selling Purple

What's your purple - your story that is uniquely you?

The first thing you need to look at as an antique dealer is your personal story. People buy antiques for the story.

And not just the story of the antique but also the story of the people who they buy antiques from.

What I want you think about is WHAT EXPERIENCE CAN YOU - or do you already - OFFER YOUR clients that you're not communicating? What's your Unique Selling Point?

• What part of your story is so remarkable and unique that people will continue talking about you when they walk away from meeting you or following you on social media.
• The next part is communicating your USP skills.
• Then get personal - Everyone has a thing. Very few businesses are one-of-a-kind.

Unless you can pinpoint what makes your antique business unique in a world of homogeneous competitors, you cannot target your sales efforts successfully. One way to figure out your USP is start is to analyze how other companies use their USPs to their advantage.

Listen to the USP podcast for more ideas, stories and inspiration on how to identify and communicate YOUR USP: Unique Selling Point!

Talk to you soon,

Ciao Ciao

Toma Clark Haines, The Antiques Diva

Also check out The Antiques Diva here:

• The Antiques Diva & Co: Antique buying tours and sourcing services in 16 countries on 3 continents
• Antique Dealer Training Program: Antique dealer training and mentorship & services for new and experienced dealers
• The Antiques Diva Furniture Collection by Aidan Gray: Reproductions using classic design mixed with modern materials
• Republic of Toma: Custom jewelry designed by Toma, inspired by her love of antiques and travel
• The Business of Antiques: Podcast on making your antiques business sexy, modern and fun...and PROFITABLE!