We’ve all heard about the importance of having a fantastic USP (Unique Selling Proposition) and how it can make a difference in our business, but like so much good advice, many entrepreneurs don’t stop to think about it until their customer base suddenly dries up and no new leads are coming in.
Whether you’re still in the start-up stages or you’re looking to re-create your business goals and rewrite your overall plan, a solid USP can be worth its weight in gold.
Here’s how to write an amazing USP that sets you apart from your competition, and gets customers practically beating a path to your virtual door.
A USP is Not a Slogan
This is a common misconception – a USP is not a slogan or a tagline. It’s not just “30 minutes or its free”, the delivery catch-phrase that turned Domino’s into a pizza powerhouse. Rather, a good USP permeates and sinks into everything your business does. It’s like a mission statement, philosophy, slogan and promotional tool all wrapped up into one.
You want to make absolutely certain that your customers understand the key things that set you apart from your competition – and that they take action with YOU versus THEM.
Solve a Problem – Define a Promise – Paint a Picture
These are three crucial points your USP must cover. You must be able to list at least one main benefit people will receive by doing business with you. Create a promise that fulfills that benefit and sum it up into one concise sentence.
What can I do that is difficult, time-consuming or otherwise not possible or easy for my competitors to do? Don’t just go for the lowest prices, as this will only create a downward spiral based purely on a number and not the real value you provide.
What are the biggest problems or issues that I solve for others? If you can’t define it, how can you expect other people to understand it?
What one picture will enter the customer’s mind as a result of choosing your product or service? This is where you paint the picture of what the client will receive as a result of doing business with you. Your words are like a pencil drawing images in your prospects mind.
– Hot, fresh pizza guaranteed in 30 minutes or less.
– A chocolate candy that melts in your mouth, and not in your hand.
– A nighttime, coughing, achy, sniffling, stuffy head, fever, so you can rest medicine.
– A package that’s delivered overnight when the post office can’t be there.
Chances are you already know the famous companies behind these USPs – which goes to prove just how good they are.
Once you’ve defined your USP, follow up your commitment to it by creating products, eBooks, whitepapers, special reports and newsletters, where your USP is evident in everything you do. This will reinforce your statement and make it more believable and concrete with your prospective customers.
Of course, you also have to live up to the expectations you set for yourself – no one wants to do business with someone who can’t deliver on their promises!
By keeping these points in mind, you’ll be able to craft a memorable, action-driven USP that will increase your bottom line and help your business rise up above the rest.
Please share your opinion on the importance of having a memorable USP by leaving a comment below.