If you do not have a Unique Selling Proposition (USP), I can guarantee you are not DOMINATING your market and likely you are just getting by.
USP = Unique Selling Proposition
Every business, every business owner and every product or service they sell is unique.
You have a story to tell. Tell it to the world.
What makes you unique is that distinct and appealing idea that sets you apart from all of your competitors.
You would be surprised how easy it is to determine this uniqueness.
Here’s a Key thought: Always realize that your clients and prospective clients are asking…WIIFM (What’s In It For Me). How does what you offer benefit me? How does it solve a problem I have?
If you can’t articulate your USP in 60 seconds or less, neither can your clients and prospective clients.
The sad thing is, when I ask business owners to tell me what their USP is, in one paragraph or less, the vast majority have no answer.
I’m guessing because they’ve never thought about how important selling is to the success of their business.
Marketing is nothing more than selling and selling is all about creating trusting relationships.
Here’s an Example of a USP:
When Domino’s Pizza first came on the scene, they had a game changing proposition – “hot, juicy, delicious pizza – delivered to your door in 30 minutes or less – or it’s absolutely free.”
They were specific, 30 minutes or less and they gave a Risk Free Guarantee.
AVOID platitudes like the plague.
Like they could have said: “Best pizza in town delivered to your door.”
“Best pizza”…anybody could say that.
“delivered to your door”…good, but how many questions does that raise?
How long will it take? Will it be cold and soggy when I get it?… What happens if it isn’t?
Look around your market and see how many businesses say similar things.
Platitudes mean nothing!
Figure out what is unique about your business, about each and every product or service you sell, then tell the world in a clear, concise and honest way.
You have a unique story to tell.
Tell it often and tell the world and tell it completely…and make sure everyone in your organization is telling it.
Start by asking Smart Questions.
You must identify what the needs or problems are that are going unfulfilled within your industry and market and how you, your products or services solve these problems.
How are we different, better, more valuable and/or more meaningful to our audience? Is it trust? Price? Diligence? Thoroughness? Risk Free Guarantee? Value? Location? After-sale customer service? Selection? Exclusivity? Do you appeal to a certain niche or audience? (small pond)
How aware is the public about your USP?
Is this something people care about? Think: WIIFM
What do people not like about your industry as a whole?
What is the downside of your product or service? What do people not like about them?
How are you different and better than your competition?
Make sure that when your clients think of you, your products or services, they think of your USP.
Principle-centered marketing is holisistic.
It encompasses not just your marketing but every part of your business.
It goes without saying BUT…MAKE SURE YOU CAN ALWAYS DELIVER ON YOUR USP!
Your USP is the foundation around which you will create and build your market DOMINATION.
Invest the time and effort to get it right.
We help those who WANT to DOMINATE their marketplace… by teaching and implementing the Principles of Marketing, Selling and Business practices into every aspect of their business…….all while never Breaking the Laws Of God or man.