It’s a new year and the perfect time to rethink your USP. No, we’re not talking about the U.S. Penitentiary or United Steel Products. The other USP – your marketing USP – or unique selling proposition.
What does your business really stand for? What sets it apart from the competition? Spend some quality time really thinking about your USP.
– Determine the unique aspects of your business that you do better than the next guy.
– Focus on your USP in your marketing and advertising so that it’s eminently clear to your audience what you’re all about.
In an Entrepreneur article, Perry Marshall and Bryan Todd talk about the USP as “a statement of value that’s so clear and focused it’s almost impossible to misunderstand it. It’s what you bring to the table that no other business does, or even can.” In your own business, take a look at your own marketing strategy – your keywords, website content, social media posts, customer interactions – and ensure that your unique selling proposition is first and foremost.
Here are a few high profile examples of selling propositions which are compelling and clear:
“When it absolutely, positively has to be there overnight.” No mincing words in the FedEx package delivery promise.
“You get fresh, hot pizza delivered to your door in 30 minutes or less or it’s free,” Dominoes assures it’s hungry and waiting customers.
“We’re in business to help change lives.” You are helping Tom’s achieve its lofty mission if you buy their shoes or eyeglasses.
One trap to avoid? Trying to be all things to all customers. This approach clouds your company’s vision and potentially confuses your audience. Whittle it down. Determining your USP will help you gain more traction and help your business to grow.