How to Create a Unique Selling Proposition

Even while you creatively imitate others, remember that it's also important to be different. Distinguish your business or practice from all the rest. Make your enterprise special in the eyes of your customer or client. That is the goal I want you to pursue. Here's how

How do you get your business differentiated? By creating a Unique Selling Proposition - or USP. A USP is that distinct and appealing idea that sets you and your business, favorably apart from every other competitor.

The possibilities for building a USP are unlimited. It's best, however, to adopt a USP that dynamically addresses an obvious void in the marketplace that you can honestly fill. Beware: It's actually counter-productive to adopt a USP if you cannot fulfill the promise.

Most business owners don't have a USP, only a "me too," rudderless, nondescript, unappealing business that feeds solely upon the sheer momentum of the marketplace. There's nothing unique; there's nothing distinct. They promise no great value, benefit, or service -- just "buy from us" for no justifiable, rational reason.

It's no surprise then that most businesses, lacking a USP, merely get by. Their failure rate is high, their owners are apathetic, and they get only a small share of the potential business. But other than a possible convenient location, why should they get much patronage if they fail to offer any appealing promise, unique feature or special service?

Would you want to patronize a firm that's just "there," with no unique benefit, no incredible prices or selection, no especially comforting counsel, service or guarantee? Or would you prefer a firm that offers you the broadest selection in the country? Or one that sells the "Rolls Royce" of the industry's products?

Can you see what an appealing difference the USP makes in establishing a company's perceived image or posture to the customer? It's ludicrous to operate any business without carefully crafting a clear, strong, appealing USP into the very fabric of the daily existence of that business.

The point is to focus on the one niche, need or gap that is most sorely lacking, provided you can keep the promise you make.

You can even create hybrid USPs -- combinations that integrate one marketing gap with another. Before you decide on a USP, though, be sure you can always deliver that USP through your whole organization. You and your staff must consistently maintain high levels of quality or service.

If you decide your USP is that your company offers the broadest selection of products or services "instantly available" or "always in stock," but in reality you only stock six out of 25 items and only a few of each item, then you're falling down on the essence of your USP promise, and your marketing will probably fail. It is critical to always fulfill the "big promise" of your USP.

If you don't honestly believe you can deliver on your USP, pick another one to build your business on. Just be sure it's unique and that you can fulfill it.

Remember, the USP is the nucleus around which you will build your success, fame, and wealth, so you better be able to state it. If you can't state it, your prospects won't see it. Whenever a customer needs the type of product or service you sell, your USP should bring your company immediately to mind.

Clearly conveying the USP through both your marketing and your business performance will make your business great and success inevitable. But you must reduce your USP to its sinewy bare essence.

Try it. With paper and pen, prepare a one-paragraph statement of your new USP. At first, you will have trouble expressing it tightly and specifically. It may take two or three paragraphs or more. That's okay. Ruthlessly edit away the generalities, and tenaciously focus on the crispest, clearest, most specific promise you could possibly hold out. Then, rework it and hack away the excess verbiage or hazy statements until you have a clearly defined, clearly apparent Unique Selling Proposition a customer can immediately seize upon. And then, integrate your USP into every marketing aspect of your business, such as display advertising, direct mail and on-line.

Let's say you run display-type ads, and your USP is that you have better selection and follow-up service than any other competitor. There are several ways to integrate these qualities into your ads. For example: State the selection USP in the ad headline:

"We Always Have 168 different Widgets in No Less than 12 Different Sizes and 10 Desirable Colors, in price ranges from $6 to $600."

Or, if good service at an affordable price is your USP, use this as a model:

"ABC Tree Trimmers will trim and maintain your trees and shrubs six times a year, once every two months, and all it costs you is $16 a month, billed quarterly."

By now you should have the general idea that you should carefully integrate your newly adopted USP into the headline and body copy of every ad you run. And in every direct-mail piece you send out.

But integrating your USP into just your ads and mailing pieces isn't enough. You must integrate its positioning statement into every form of your marketing. When your salespeople talk with prospects, everything they say should clearly reinforce your USP. They should explain the USP to the customer in a clear, concise statement. For example:

"Hello, Mr. Prospect. I know your time is short, so I'll get right to the point. Your company manufactures widgets. You buy steel and copper from a competitor. You're currently paying $100 a ton for steel and $75 a ton for copper, of which you waste roughly 25%. My firm will sell you a higher grade steel and a higher alloy copper for $95 and $69 a ton, respectively, freight prepaid, which saves you an extra $3 a ton. Plus, we'll guarantee our metal will produce a waste factor of 15% or less, and we'll replace any wasted coverage, free. One last point, Mr. Prospect. It could be important. We'll furnish you with 50, 20 gauge titanium rivets and cap assemblies free with every 10 tons of steel you order this month. May I have your order?"

Throughout the sales pitch, your sales reps should refer to the USP benefits or advantages, showing the prospect why it's vastly superior to take advantage of your USP rather than your competitor's USP, if he or she even has one.

Don't try and merely have your salespeople "wing it." Insist that they do their homework. Make them sit down (figuratively speaking) and express the essence of your USP. Be sure they can clearly and powerfully express your USP in 60 seconds (the oral equivalent of a written paragraph), and then compellingly state how it benefits the prospect. Furnish your prospects with plenty of examples of how you honestly deliver your USP.

When an old, tired company or profession adopts a powerful, new, and appealing USP, it gives new life, new excitement, new interest and new appeal to the marketing plan. You're suddenly different, instead of just being another interloper preying on customers you've trapped into hearing your sales pitch! Now you're on the customer's side.

However, remember this axiom: You will not appeal to everybody. In fact, certain USPs are designed to appeal to only one segment of a vast market. There is a vast gulf between the upscale clients and the bargain seekers, and you probably can't reach them both. Which do you want to stake out as your market niche?

Don't forget my earlier advice. Don't adopt a USP that you can't deliver, or further marketing is useless. Also, analyze the market potential of various USP positions in terms of volume, profits and repeat business.

For example, the highest marketing niche may be in the exclusive, expensive USP, but the biggest money may be made in the discount-volume USP. There's a place for both, but if you try to ride two horses, you'll probably bite the dust. Remember too, that your USP is giving advice, assistance and superior service; it can't stop with mere sales rhetoric. It must become total company conduct. If someone calls in with a question, the people answering the call must extend themselves. The same goes for every person who interacts with that customer, from the business manager to the service or repair people. You and your employees must live, breathe, and act your USP at all times.

Sit down and write a synopsis of your USP for your staff, how you're trying to carry it out, and how everyone can project that USP to the world. Make their cooperation a condition of employment. The entire company must adhere to the USP.

Talk to your staff, write scripts, hold contests, and reward people who distinguish themselves in promoting your USP. Set an example so that your staff can see the USP in action.

Good marketing requires that you give customers rational reasons for their emotional buying decision. There is a formula for success, and the USP, my dear friends, is truly an integral part of that formula.

Need help developing your USP? Contact me 


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