What Makes You So Special? How To Find Your Unique Selling Proposition
May 30, 2009 | By
Let me ask you a simple question...do you know what your unique selling proposition is? If you're like a lot of other people just starting out in business, you're probably sitting there right now asking, "What's a unique selling proposition?"
If that describes you, you need to read this article. You need to know what your unique selling proposition (USP) is in order to identify your target market. Plus you need to know what your USP is so that you can make the best use of your promotional and advertising materials.
What Is A Unique Selling Proposition?
A USP is what sets you apart from your competitors. It's a statement that describes the unique thing that only you do. The best USPs get your attention, and are easy to remember.
For example, when you hear, "When it absolutely, positively has to be there overnight," you probably think of FedEx, right? How about, "Pizza delivered in 30 minutes, or it's free"? Domino's comes to mind, doesn't it? These are great examples of unique selling propositions.
These USPs describe exactly what the business does, and what makes them unique. You can ship overnight with another company, but only FedEx promises to get it there the next day. You can order a pizza from anywhere, but only Domino's promises to have it there in less than 30 minutes. These USPs also create a "brand" that people think of right away when they hear these slogans.
A USP is so important that you really need to come up with it before you can do any advertising, or design any promotional materials, including business cards and brochures.
But My Business Doesn't Have A USP
Your business probably does, but you may not realize it, yet. To find your USP, you need to determine what it is that's special about you and your business. Then, come up with a single statement that describes it. Here are five tips to help you do this.
1. List three benefits that are important to your customer. Don't just say you offer the best price, or the fastest shipping. Why is this important to your customers? What does your business do for the customer? What does your customer want from you?
2. What is unique about your product? What separates it from the competition? What will make some one buy what you're selling, instead of what your competition is selling?
3. Think about a problem or a need that you have. How would you solve the problem or fill the need? Remember, if you have a need, you can be assured that other people have that same need. What can you do to fill it?
4. People are pretty skeptical when it comes to advertising. Think about telemarketers like Billy Mays, or Vince, the ShamWow guy. What makes them believable? Or unbelievable? How will you make yourself believable to your customers?
5. Now take your ideas, and condense them down into one clear, short sentence. Remember Domino's Pizza and Federal Express. You need to be able to describe what makes you different from every one else in one short, clear sentence.
Now That You Have A USP, What Do You Do With It?
Put your USP on all your promotional materials. It should be emblazoned on your business cards, brochures, flyers, letterhead, and envelopes. You'll want it on your website and blog. Use it in all your ads. Put it on your packaging materials. You want people to recognize your USP when they see it, and think of you. This is your "brand."
Just remember that you have to be able to deliver on your USP. FedEx wouldn't have stayed in business long if they didn't live up to their unique selling proposition. Domino's would have been history, too, if they didn't make good on their promise to deliver your pizza within 30 minutes. A great USP can make you successful, but it's the kiss of death if you can't live up to it.
Make your business cards, brochures, and even your packaging materials work for you, by making sure your USP is on every piece of promotional material you hand out.
Image Credits: florin, sxc.hu
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