In developing your marketing message, it's very helpful to develop a Unique Selling Proposition, or USP.
What is a 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.
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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?
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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.
Friday, February 12, 2016
