order to be able to set yourself apart in the business arena,
you first need to be able to define what it is about your
business that is singularly different from any other competitor.
What if I were to ask you a very simple yet powerful question
-"Why should I bring my business to you instead of
any other competitive business?" What would your answer
be? The truth is that most people wouldn't’t even be
able to define what makes them unique. So I would submit
to you, that if you don’t know, then how can you expect
your client to patronize you and only you.
you are able to articulate clearly and concisely in one
to two paragraphs what singular Unique Selling Proposition
that your business can offer, then expect only ineffective
marketing and advertising results.
Most people in business are trying to be all things to all
people and as a result are paying the price in bottom line
profits. Only when you have been able to define that one
unique advantage that makes you different, then and only
then can you begin to educate the public as to why they
would be better of spending their hard earned dollars in
your business. Having a Unique Selling Proposition enables
you to clearly align yourself with your target market.
Unique Selling Propositions can be built around any number
of perceived marketing values - price, service, quality
etc. Any specific big promise or unique feature that you
can offer is the foundation of your Unique Selling Proposition.
Having designed a Unique Selling Proposition make sure that
it addresses an obvious void in the market place and that
you are able to consistently fulfill your promise. By doing
this you will create an Identity that people can begin to
associate with and eventually come to trust. As a general
rule the more specific you make your Unique Selling Proposition
Your Unique Selling Proposition must be implemented into
every piece of marketing and advertising material that you
create in order to be effective. It becomes the very fabric
of your business existence. Your customers and prospects
must be repeatedly informed of what your Unique Selling
Proposition is and the many benefits that they can derive
from it. You need to be able to able to articulate it clearly
and precisely both in writing and orally.
Always use plenty of examples of how you implement your
Unique Selling Proposition within your business. Because
a Unique Selling Proposition is so critical to the long
term success of your business, every person who is employed
to work in any capacity needs to be well versed in it. They
need to know what your Unique Selling Proposition is and
they need to know why its important for them to project
It must become company policy.
is an example of what I am talking about. Lets say that
you own a mechanical supply store. You have identified a
real need in the market place. One that is truly a Big Benefit
to your customers. Namely your typical customer, mechanics,
keep lot's of inventory of automotive parts. They also order
their stock every few weeks and have to wait around one
week for delivery.
of this they will have problems with running out of parts,
costly downtime, money tied up in stock, and frustration
with late deliveries to name a few.
a smart business person you see an opportunity to save the
mechanic the cost of inventory and the hassles of waiting
for supplies. Your market research indicates that there
are no other suppliers offering a fulfillment service delivering
directly to the mechanic within a specified time of under
twenty four hours.
you set up a business model and marketing message using
a Unique Selling Proposition. Now remember the USP is based
on benefits, not features. The difference is crucial. The
USP must also be very specific. Lets see what sort of a
USP statement we can generate.
range of Automotive Parts Delivered Direct to You."
wrong with this statement? Firstly, it's to general and
doesn't articulate the benefit enough.
have another go.
- XYZ Widgets stocks 375 major automotive parts and will
deliver them directly to you within two hours from the time
of your order, we guaranteed this or your order is free.
Save on costly inventory and have peace of mind knowing
your order will be in your hands ready to go in under two
is a much better USP as it is specific, is aimed directly
to its market, namely mechanics and also has a risk reversal
if you have researched your market properly your USP will
hit the bulls eye of your target market and will produce
peak results in its marketing effectiveness.