How to Craft a Unique Selling Proposition and Stand Out from the Crowd
Wherever you find a successful business, you will find a Unique Selling Proposition (USP) â€” something that sets them apart from the competition and defines them in the minds of consumers. Companies without a USP either struggle to form an identity, or fail to leverage the benefits they offer.
When you boil down a USP to its basic ingredients, you find it is made up of two things: 1. the aspect of your business that makes it unique and 2. the benefit your business offers to the consumer. Without the uniqueness, no one will be able to distinguish you from your competitors. Without the benefit, no one will see why they should care.
So the USP is vitally important â€” but how do you create one?
Follow these three simple steps to a specialized USP for your business.
- Have the meeting
Gather your staff together, especially those who have direct contact with customers, such as salespeople. Once you have everyone together, you need to have a brainstorming session and answer these three questions:
1. What makes us different from our competitors? (and donâ€™t say â€œitâ€™s because we have the best customer serviceâ€ â€“ everyone says that and itâ€™s NOT uniqueâ€¦at all)
2. Why is our product/service a â€œmust haveâ€?
3. What are the benefits of choosing us over the competition?
Disclaimer: You are going to hear your staff say things that will make you cringe!
However, everything said here is productive because you need to know not only what you want the USP to be, but also how you are currently perceived. It is good to get a dose of reality every now and again. You also may find out you are unique in ways you hadnâ€™t considered before.
Usually, one question will be harder than the others. For instance, a lawn service company is clearly a must-have for people with lawns, and the benefit is obvious as well, but it may be difficult to find out what makes you different from the thousands of other similar businesses.
Hereâ€™s where you really need to dig in. No two businesses are exactly the same â€” find what is different about yours. If you canâ€™t, come up with something! There are always ways to separate yourself from the pack.
Once you have discovered what makes you different, and why a consumer would want you, you are ready to create your USP.
- Craft the Wording
Take your businesses uniqueness and benefits and marry them together in a way that is absolutely crystal clear and easy to read. You donâ€™t want a single word to be lost on the reader.
For example, my company PostcardManiaâ€™s USP is, â€œPostcardMania is the ONLY postcard marketing company that creates custom marketing campaigns based on proven industry results.â€
From that you clearly understand why we are different (i.e. we are the only company that tracks industry results and uses them to create our clients campaigns), and why we benefit you (better marketing = better results).
- Put It Everywhere
Now that your USP has been discovered and crafted, simply put it on every piece of marketing that goes out the door. This is how you build recognition of not only your name, but your businessâ€™s purpose and benefit as well.
For more information on how you can increase business by marketing your USP, call one of my marketing consultants at 800-628-1804. Theyâ€™ll give you FREE advice on how to grow your business.
Joy Gendusa founded PostcardMania in 1998 with a phone, computer and no capital investment. Since then, she has grown the company into one of the nation's most effective direct mail marketing firms, specializing in postcard marketing for small to large-sized businesses. Over the years, she expanded to offer mailing list acquisition, website development, email marketing–all while continuing to educate clients with free marketing advice.
She has been named Tampa Bay CEO of the Year, Business Woman of the Year in Tampa Bay and has been featured on MSNBC's "Your Business." PostcardMania is an Inc. 500 and 5000 company and has won awards for creativity, best business practices and leadership. Find Joy on Google+
If you would like to interview Joy or book her as a speaker, please email firstname.lastname@example.org or call 1-800-628-1804 ext. 281.