Be Different. Be Better. Be First.
WHAT IS YOUR UNIQUE SELLING PROPOSITION (USP) –
TO GET MORE PROSPECTS TO BUY MORE FROM YOU,
MORE OFTEN, REGARDLESS OF PRICE?
Here are the most commonly accepted definitions of a Unique Selling Proposition.
• It must say: Buy this product and you will get this specific benefit.
• It must be something the competition can’t or won’t do.
• It must be unique – either a uniqueness of the brand or of a claim not already
made in the same field of advertising.
• It must be strong enough to attract many new customers. It’s your “brand.”
What is it that’s different about your business, your product, your service? What is it your business does that no other business in your industry does? What makes you different, and better, than your competitors? Why should prospects buy from you regardless of the prices you charge? A strong, well crafted USP (Your brand) will help you attract many new customers who will buy more so you can put more money in your pockets faster.
Marketers use the term “unique selling proposition” all the time. I’ve found very few small businesses that can tell me, in 50 words or less, why I (or any other prospect) should buy from them instead their competitors.
Your Unique Selling Proposition (Sometimes called your Unique Selling Promise). All it takes is a little thought and creativity.
Maybe your product is new and offers a unique solution to an old problem.
Maybe what makes your business different is that you are small. Or maybe you’re different because you’re large. Maybe your advantage is that you are local. Or national. Maybe your advantage is that your staff is “experienced” or that your staff is “energetic.” What is your USP?
If I started a business to compete with McDonalds, I would not start a business that does exactly what McDonalds does. I would try to figure out what McDonalds doesn’t do or can’t do, or something I can do better.
I would try to find some niche to dominate (Burger King did this very successfully by offering burgers made-to-order – “Have it your way”).
Competing directly with McDonalds would be as hopeless as it would be competing with Coca-Cola by launching a cola with an onion flavor.
Other companies have effectively branded themselves. Pepsi did it successfully by spending billions of dollars in marketing and advertising. Of course Pepsi will never be #1, but being #2 isn’t bad. Pepsi emphasizes its differences with Coke in its marketing. One of the claims Pepsi makes is that its products are for a “younger generation.” Pepsi never says it is the same as Coke, but that it tastes better.
Most of us don’t have billions of dollars to compete with the Coca-Colas of the world. We need to do something different – something cost effective for our business.
Do something that makes you different from – and better than – your competition. Hammer your USP into the minds of your customers and potential customers with relentless repetition. Of course, your USP must be both needed and sellable. There’s no point in having a USP no one wants – like diet donuts – the ones with the biggest holes!!