Beware! Moment of complete honesty…
When I read most business’ Unique Selling Propositions (USP), my reaction is very simple: So what? Everyone says their service is the best. Everyone says they go the extra mile. If everyone claims it, guess what? It isn’t your UNIQUE selling proposition.
But I do have to commend the businesses that “have” a USP (even if it is a bad one) – I am continually shocked at how many businesses operate without any kind of USP at all!
So what is a USP and why the heck am I so hyped up about it??
In short, a USP is your golden ticket to a successful and profitable business. It answers the question, “Why should I choose you over your competition?” For example, this is our USP:
PostcardMania: The ONLY postcard marketing company that builds your campaign based on the PROVEN RESULTS of 61,325 other businesses!
Let’s look at a few other notable examples:
Zappos: The only online shoe retailer that offers “Free Shipping and Free Returns 365 days a year.”
Domino’s Pizza: The only pizza company that guarantees delivery within 30 minutes.
Toms Shoes: The only shoe company that donates a pair of shoes to a needy child with every pair purchased.
Nordstrom: You can return anything purchased at Nordstrom at any time, no receipt necessary.
These companies found a uniquely attractive benefit that separates them from the pack. They have become practically synonymous with their USP, and this fact catapults them into a separate category from their competition by giving prospects a clear reason to choose them.
Truth time. Do you have a USP?
Truth-er time. Is your USP any good?
It’s okay to admit it needs an update. We recently did that ourselves!! So we created a worksheet that helps you pinpoint your company’s unique selling points. Click on the link below to access the worksheet… For FREE!
What’s your company’s USP? Talk it up in the comments…