PHONE : 1-800-858-8889
FAX : 1-800-858-5753Do You Have a Unique Selling Proposition?
Welcome to this week’s Marketing Minute Tip. Just in case you are not exactly sure what a USP is, let’s start there. The USP or Unique Selling Proposition can best be summed up with these quotes from two famous marketers.
“A USP is the reason why I should choose your business, product, or service, versus all other competitive options available to me, including doing nothing at all.”
Dan Kennedy
“Your USP is that distinct, appealing idea that sets your business apart from every other me-too competitor. Your entire marketing and operational success should be built upon your Unique Selling Proposition. Your USP may touch any part of the marketing gamut – price, service, quality or exclusivity.”
Jay Abraham
In other words, your USP defines who you are, and what you do…in relation to the benefits your clients receive when using your products or services. Creating your own USP enables you to define your image and your positioning, relative to the competition, for the consumer.
Here are some examples of what I mean.
For The Home Renovations Business:
“On Time, On The Job Until It’s Completed and On Budget.”
For The Realtor:
“If I don’t sell your home in 60 days I’ll buy it – guaranteed.”
For The Car Repair Business:
“If we don’t fix your car to your satisfaction, we’ll buy it.”
For The Relationship Management Business:
“We help Americans and Japanese overcome cultural barriers and develop more effective working relationships.”
For The Financial Planning Business:
“I will save you thousands of dollars by helping you avoid the 11 biggest mistakes people make when investing for retirement – guaranteed!”
For The Boating Business:
“Smith Marine Just Doesn’t Sell You A Boat, We Invest In Your Family’s Boating Safety for Life.”
So, how do you create a USP for yourself?
First, you make a list of what it is you do or provide relative to all of your competitors. For example:
Largest selection of products to choose from
Is it a Customized product for their particular situation
A specialized knowledge or skill you have
How about your pricing – which could be the discount level or a guaranteed price for a period of time or do you build in extra value to justify premium pricing?
Is it Specialty or Top-of-the-Line Products that you carry?
Do you have a Trade-in or trade-up policy that your competitors don’t offer?
How about Service Guarantees – are they longer, better, faster response times than anyone else in your industry?
It might be your Delivery Times More convenient Locations •
Or…Hours of operation
Second, you define your ideal customer. What are their tastes, attitudes, income bracket, personality traits, lifestyles, you name it.
Third, you list the problems your target market is having and how you can solve them.
Then once you’ve drafted a few possible USP’s, ask yourself these questions:
- Does this USP make a deeply felt, emotional connection that instantly tells people why they should do business with me?
- Is it specific, concise and meaningful?
- Does it communicate an emotional want?
- Does it communicate a solution to my client’s needs, wants, desires or problems?
- Does it make an emotional connection?
To learn more about how proven marketing tools and strategies can help you turn your prospects into profits, go to www.YourMarketingRobot.com
Or, to see the specific levels of our systems, go to www.ProspectsToProfits.net or give one or our reps a call at 1-800-858-8889.
3 Responses to “Do You Have a Unique Selling Proposition?”
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April 27th, 2010 at 9:24 pm
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December 28th, 2010 at 1:13 pm
This is a good blog. Keep up all the work. I too love to blog. This is great everyone sharing opinions
December 29th, 2010 at 9:55 am
Great information. Thanks a lot!