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Copyright 2006 Joseph Farinaccio Every product or service should offer a unique selling proposition (simply referred to as USP) to its potential customers. What’s a USP? The USP is an acronym for “Unique Selling Proposition” or “Unique Sales Proposition.” Every business, product and service needs to have a USP. The unique selling proposition is best described as the main thing separating you from everyone else who does what you do. It tells why your widget or service is a “must-have.” It’s so important many marketers consider it to be the #1 detail in successful advertising copy. To begin thinking about a USP you should imagine you’re answering (as clearly, directly and simply as possible) a few questions for a potential buyer. Write these out on paper and your USP will be embedded somewhere in the contents. Why should I buy from you and only you? What can you offer me that competitors can't or won’t offer me? (Could be a company or product guarantee, specialization or special service, number of years as an expert, better price, etc.) Tell me why I should read your sales message – what does it tell me that I won’t find in other sales messages? How will I personally profit (or benefit) from doing business for you (what’s in it for me... what do I stand to gain or what pain will you remove for me)? What’s the single biggest benefit of your product or service? Is there one thing unique or different about your product or service? Is there a unique combination of benefits you can create for me as your customers? (If not, how might you be able to make yourself unique?) Now... pick out the most important elements of your uniqueness (or how you want to position yourself as being unique). List these in clear and simple language. Okay. Thinking cap still on? Good. Try to boil this down to a single statement. (And definitely no more than 2 sentences at most). 1) Make it benefit-oriented (tell your client what’s in it for her or him). 2) Be specific (avoid generalities). 3) Use simple language. 4) Be direct and to the point (be concise). 5) Make your unique selling proposition "unique" (tell her why she needs to buy from you and no one else... if your USP can be adopted by anyone else then you don’t have a USP yet). "This food processor is the best?" is not a USP. But... "This food processor breaks down hard nuts and vegetables 16% faster than any other, and I promise you its motor will NEVER burn out or you can send it back for a free replacement.” ... is a USP. “The car-rental agency of choice.” is an empty slogan. But... “The only car rental agency in Florida open 24/7 with luxury models at discount prices” ... is a unique selling proposition. Here’s a unique selling proposition marketing expert John Carlton says could be used for a hamburger business in competition against McDonald’s... “Best-grade hamburger grilled by owner-chef when you order, delivered hot and ready-to-eat within 2 minutes... or you eat for free!” You see what he did here? In this case a business owner would create his Unique Selling Proposition and then become what it states to his customers. Well known copywriter Bob Bly created a helpful fill-in-the-blanks formula that might help you develop a USP. But only use this after you’ve answered the questions above. "My (name of product or service)_______, (does what?)_______, for (whom?),_______, by (what method?)_______." After you develop your USP include it in every sales letter. If you have a service business make it a tagline in your signature on all Emails and business correspondence. Leverage it to the fullest and make the most of it in your marketing. a) Include it in every sales letter. b) Put it on your business card. c) Use it in your Email signature. Doing it will set yourself apart from the crowd - - and clearly tell your prospects why they should come to you instead of going to your competitor. View all Joseph Farinaccio's articles About the Author: |
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A Unique Selling Proposition
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