The Edge Marketing

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 remain profitable, you absolutely, positively need to distinguish your products and/or services from your competitors. In other words, you need to make your business special in the eyes of your clients: 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 and the chances are you already work in a very diluted business sector. So, what is going to make you stand out, what is going to get your business get noticed?

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 letter, so tell me, “Why the hell should I buy from you?”

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 that you can use to generate your USP.

Firstly, ask yourself these questions:

• What is my business really good at?
• What aspect of my business is totally unique?
• 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're the customer. Come up with a reason to do business with your company, and then ask yourself ‘So what?' Keep asking yourself this question until you've generated something very unique and special.

For example, let's imagine you run an accountancy firm, the conversation could go something like this...

Why should I do business with you?

- 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.

It's surprising how many business owners will spend more time (and money) deciding how their company logo should look, as opposed to working on something as crucial as their Unique Selling Point.

Put it this way, when did a company logo last sell a service? Or put it another way, how much will it cost you to develop a Unique Selling Point? NOTHING. And how much income could this one concept generate for you? Maybe… TENS of THOUSANDS.

More Articles: