| In developing your marketing message, it's very helpful to
develop a Unique Selling Proposition, or USP.
What is your USP?
The USP very clearly answers the question, "Why should I
do business with you instead of your competitors?"
The USP may be used repetitively in your marketing
literature to build the customer's or client's identification of your company
with your product or service.
The two major benefits in developing the USP
First, it clearly differentiates your business in the eyes
of your current and potential customers or clients. Second, it focuses your team
on delivering the promise of the USP, helping to improve your internal
performance.
For example, whom do you think of when you hear the
phrase, "Fresh, hot pizza delivered in 30 minutes or less, guaranteed"? Dominos
virtually took over the delivered pizza market with that USP. Notice Dominos
didn't even promise the pizza tasted good. How do you think a Dominos delivery
person would behave compared to a delivery person who works for a competitor
without this USP? Do you think the team at Dominos made a considerable effort to
develop systems to assure the USP was met?
Beware of the "cutesy phrase."
The USP does not need to be expressed in 25 words or less.
It could be a detailed set of performance standards. It should be tested to
assure the USP addresses a need that is truly important to the buyer. Would you
like some assistance in developing your USP?
We would be glad to act as a facilitator for you and your
team in this process.
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