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Creating Your Unique Selling Proposition
"Don’t tell
them what you do. Tell them what you do for them”
To capture a larger market share and be viable, sustainable and
profitable, you absolutely need to differentiate or distinguish your
business, products and/or services from your competitors.
In other words, you need to make your business special in the eyes
of your customers and/or prospects. You need to create a Unique
Selling Proposition, or USP.
So what is a USP? Simply put a USP is
that one distinct idea that sets you and your business apart from
your competitors. Or put bluntly it’s your response to the
question “Why should I buy from you?”
The competition out there is
relentless. Chances are you already worked in a very diluted
business sector. So what is going to make you stand out, what is
going to make your business get noticed? How can you differentiate
your business from all the competition?
What’s the one clear and overriding
reason why I should do business with you?
I’m looking through the Yellow Pages, visiting your website, reading
your sales letter, so tell me:
“Why the hell should I buy from you?”
And don’t say, “because we offer great customer service”, or “we
offer a service that’s at a price right for you” – don’t we all?!
Think about what makes you unique – what’s the one thing that your
business offers, something so compelling that I’m going to contact
you and nobody else?
Why should I, your prospect, choose to do business with you versus
any and every other option available to me in your category?
Deciding on your Unique Selling Proposition can take time, and
perhaps you don’t know what it is… Yet. If this is the case, then I
have three powerful ways on generating your USP.
Firstly, ask yourself some questions e.g.
a) What is my business really good at?
b) What aspect of my business is totally unique?
c) What do I provide that no other competitor does?
Secondly, ask someone else. Ask a client why they use you –
what is it about company that they like? This can be extremely
revealing, as very often their objective view point can turn up
something very different from your own perceived USP.
Thirdly, imagine you are a customer deciding whether to do
business with your company. Come up with a reason to trade, then ask
yourself ‘So what?’ Keep asking yourself this question until you’ve
generated something very unique and special. For example:
Why should I do business with me? (An Accountancy firm)
- "Because we offer a great service"
So what?
- "Well… Because we understand the needs of local businesses?"
So what?
- "Well… Because our work is second to none. We offer an extremely
professional and accurate service."
So what?
- "In fact we believe our work is so good, we offer a full money
back guarantee if your not satisfied. In fact, you could say we’re
100% accountable to our clients."
You get the idea…
Now once you’ve generated your Unique Selling Point, there are then
two MAJOR factors you must remember and commit to.
Number 1) you must LIVE UP to your USP, you
most honour it. It’s no good offering, say, a money back guarantee,
and then not actually going through with it. Number 2) use your USP
in every aspect of your marketing material –
literally scream it from the rafters. Include your USP in your
brochures, direct mail, emails, website etc.
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