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Unique Selling Proposition
By Stefanie Strauss of Innovabiz Pty Ltd
A Unique Selling Proposition (USP) differentiates you or your business from your competitors in the minds of your clients and prospects. Your USP is found in your business – you just need to articulate it in a way that makes you stand out. Your customers need to be able to quickly see what it is YOU do that is so UNIQUE and BENEFICIAL to them. This is very important to you!!! Having a USP will dramatically improve your company’s positioning and marketing by clearly setting you apart from your competition by making you stand out as the logical choice. Your USP should be the very essence of what you are offering. For example, look at the current USP of some products:
• Head and Shoulders: “You get rid of dandruff”
• Red Bull: “You get stimulation of body and mind”
• Domino’s Pizza: “You get fresh, hot pizza delivered to your door in 30 minutes or less – or it’s free” There are seven steps to creating your own USP:
1. Use your Biggest Benefits – Explain exactly WHY your product/service is important to your prospects and clearly describe the three biggest benefits of owning your product or service 2. Be Unique – Your USP sets up a “buying criteria” that separates you from the competition. Think of something that makes your product or service the “gotta have” item. 3. Solve a “Gap” in the market – identify any unfulfilled needs in your market. Many successful businesses base their USP on such gaps in the market. Alleviate any “pain” associated with this gap in your USP and deliver on your promises. 4. Be Specific – many customers are sceptical of advertising claims of companies. Alleviate their scepticism by being specific. 5. Use One Clear and Concise Sentence – Use all the details about your product/service you identified above and form a clear and concise sentence that compels people to buy your product. Your USP can be stated in your product, offer or guarantee. Look at successful company USP for your inspiration. 6. Integrate Your USP into your Marketing - Use variations of your USP in all your marketing materials 7. Deliver on your USP Promise
A USP will also automatically take your business out of the “price war” and into the nirvana of higher prices/fees – and less competition! It will make a massive difference to the growth and profitability of your business. It will make prospective customers choose you over and above any of your competitors. |
Innovabuzz Blog
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My USP is: I Teach Wood Floors - Helping do it yourselfers get professional results. I have not found anyone anywhere doing what I am doing.
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