Unique Selling Proposition - If You Don't Have One You Won't Be In Business For Long
"We're number two. We try harder."
"Like a good neighbor_____ _____ is there"
If you can name the companies that belong to the above Unique Selling Propositions than you can see the importance of having your own, it works!
Simply stated a Unique Selling Proposition differentiates you from your competition. If you don't have something different to offer, you better find something or save yourself a lot of aggravation and go work for your competition. It tells your prospects why they should do business with you versus the other guys. No, scratch that; it SCREAMS at your prospects why they MUST do business with you. Your prospects are interested in one thing and one thing only, what's in it for them. Make it easy for them to do business with you, don't keep them guessing. Tell them why they should do business with you and only you. To be successful in business you don't have to be the best but you have to be unique. A 'me too' business if it survives, survives by price wars. I don't think this is how you want to run your business. Best of all, a USP costs NOTHING.
Dominos dominated the pizza delivery market by screaming to their prospects "Fresh, hot pizza delivered in 30 minutes or less, guaranteed". Nowhere in that USP does it tell people that the pizza tastes good but it solves the problem of cold delivery pizza, which, at that time was the industry's largest problem. Not only did it solve the problem, it GUARANTEED a solution to the customers' problem. Dominos' USP did exactly what a good USP is designed to do it differentiated them from the competition.
How do you create a successful USP? Ask yourself how you would answer this question; what do you do for a living? If you can answer this question with a statement about exactly what benefit you offer your customers than you are well on your way to developing a dynamite USP. If you answered 'I am a _____' then you have some work to do. For example, if you asked me what I did for a living I wouldn't say 'I'm a printer' or 'I'm a marketing coach' I would say 'I create your most powerful marketing tool and give you the knowledge to reap its potential - FREE'. That's what makes Full Color Resources unique and sets us apart from a 'business card printer'; we are passionate about marketing and truly interested in helping you be successful.
Make it crystal clear. As I mentioned previously, make it easy for people to do business with you. The more clearly you describe the benefits of doing business with you the more they will choose you over the competition. Focus on what you do best.
Answering these questions will help you develop a USP.
1. What do you do and for whom?
2. What is your biggest benefit?
3. How will your customers perceive this benefit?
4. What makes you unique?
5. What problem do you solve?
Creating a successful USP is an important mission; don't take it lightly. A good USP is not created in one sitting. Ask for help. Some of you best suggestions will come from your current clients. Ask them why they do business with you and why they selected you over your competition. Don't be afraid to ask, people love to help and your asking will help build stronger relationships with those customers. Ask a twelve year old. If they don't understand it they are sure to tell you. If they do, you're onto something. Keep working on it.
Now that you have a fantastic USP that is going to generate business, use it everywhere! Don't let it go to waste. Put your USP to work on:
• Business cards
• Vehicle lettering
• All forms of advertising
• Your voice mail
• Your email signature (and that of anyone else in your organization)
• Your checks
Related Tags: marketing, image
Mark Hannah is the president of Full Color Resources, a full color printer specializing in custom designed full color business cards. Not generic looking cards designed from a template that are a waste of money, a custom designed card that WILL generate business. Full Color Resources is different than other printers because Mark cares about marketing and is passionate about helping business owners be successful.Your Article Search Directory : Find in Articles
Recent articles in this category:
- Is SEO Optimisation Important Today?
Those who have tried setting up their own websites know just how competitive the online market reall
- How to Shop Fearlessly, Look For Bargains, And Save Time and Money on the Web?
With the advent of online shopping, going to outlets and discount shopping centers may become an act
- Roll Up Stand Changing Vendor Booths
Most people have been to trade shows, home shows, state and county fairs and other places where ther
- Achieving Your Advertising Goals With a Roll Up Stand
Advertising is a common function of a business. However, it requires creativity and hard work to ens
- Trade Show Displays and Expos
Trade Shows and community business Expos provide a captive audience for your business, to get the wo
- How to Make Sure Your Newsletters Are Sent Out on Time
There are three key elements to making sure your newsletter is delivered on time: People, planning,
- Portable Displays - Trade Show Displays
Portable Displays are the best option for exhibitors when it comes to Trade Shows. Portable Displays
- Banner Displays - a Great Portable Display
Banner Displays are considered one of the most portable displays when used for trade shows. They com
- Small Business Reputation Management - Your Small Business Information Could be Wrong
Bad information could be out there circulating on the Internet this very minute about your business
- Eight Guidelines For Writing Newsletters That Engage Your Readers and Build Your Business
Want to write newsletters that engage your readers and help to build community? Whether you are a sm
Most viewed articles in this category:
- Adsense Is Making Me Rich
I want to talk to you about the power of Google AdSense and how you can use it to generate not hundr
- How to Increase Your Business Using the Esoteric Science of Radionics
As a small business owner, there are an amazing number of difficult skills I need to master so my bu
- 14 Top Lead Generation Tips
According to former Harvard Business School professor David Maister, typical marketing practices are
- More Marketing Dope
Direct marketing can make you very successful, but you’ve got to understand the basics. Here a
- The State Of Paid-To-Surf Programs Today
What a difference a year can make. 12 months ago, auto surf programs were at their peak. More an
- Should You Open Up An Ebay Store?
Ebay has provided some amazing opportunities for many people to earn online. This widely popular au
- Is Adsense A Good Idea?
For many webmasters, Google AdSense has become a great revenue generator. Since the program pays th
- The "Coat Of Arms" Revisited
Recently I listened to a interview with Mark Joyner and Gary Halbert about Gary's famous "Coat of Ar
- Brand Loyalty
It's a challenge getting consumers to remain loyal to a particular brand. Unlike the good old days w
- The Hottest Affiliate Ebooks Out in the Market Today!
Affiliate Project X is a great affiliate marketing ebook. Totaling only 50 pages you could have your