How to define your unique selling proposition.
When I first heard the phrase I didn’t know what it meant let alone how I could define my USP.
Your unique selling proposition is what sets you apart from everyone else. It’s what you put front and center in all your marketing material.
Having this USP makes people want to do business with you instead of your competition.
What exactly is a USP?
A USP is something that you deliver and when people hear it they immediately connect with it. It’s a promise.
Here are some examples of what that means.
Think about Geico’s promise. They say 15 minutes can say you 15% more on car insurance.
Then there’s Zappos’ free two way shipping promise.
How can you come up with your unique selling proposition?
Start by looking at the problems your customers face. What needs are unfulfilled in the current market?
Take a look at the two examples above:
Zappos takes the worry out of making a purchase that might not be a good “fit” literally for you. How many times have you bought a pair of shoes that you thought fit great until you got them home? Dress sizes can be tricky.
Geico: No one wants to take hours to get car insurance. Geico saves people time and money.
Write out a list of all the problems your customers experience with other people they do business with. Try to write out USP’s that fulfill that need.
If necessary pull together your team members and have a brain storming session.
Jot down ideas in your phone when they come to you so that at a glance you can look at them.
How to market your USP
Once you have your USP, the next step is to tie that in with your brand.
Where do you place your USP?
Put it on all your stationary including envelopes and marketing pieces you send out. It should also be on your website, business cards and brochures. You want everyone to know about it.
Businesses often talk about branding. Your USP isn’t just a promise; it’s part of your brand and what people should think of your brand.
You now know what a USP is and how to come up with one. Take the time to think about this and incorporate it into your marketing.
Never underestimate the power of the USP. Multi million dollar businesses have been built using this concept.
How do you define your USP? Leave your thoughts and comments below.
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