Having a USP Will Make You Stand Out From the Crowd
Knowing how you stand out from your competition and what makes your products or services unique from your competition is key.
This get's to the real question of what's your USP or Unique Selling Proposition?Is it compelling enough to your audience to buy from you? A USP is the reason why your customers or clients should be using your products or services versus doing nothing at all.
This may sound harsh, but it's true, the reality is your potential customers or clients don't have to do business with you, they can simply do nothing at all or go elsewhere.
Your USP has to be so compelling to your audience that they decide to purchase from you.
Let me give you an example, if my USP is "We're bigger and better than the competition.
" This is good, yet we need to dig down deeper.
The best way we'd go about this is by using the words "so that.
" You're bigger and better so that - you can handle more clients in less time, so that- you do projects quickly and more efficiently so that ...
and you can basically keep going.
By using the term "so that," you can really sharpen your USP to get at the heart of what you do for your clients.
Look at GE's USP -"Imagination at Work," or Domino's original USP - "Delivered to you in 30 minutes or it's free," or Verizon Wireless - "From America's Most Reliable Network.
" These USPs really gets at the heart of what they do well.
In order to get at the heart of your USP you need to really study and understand the pain your customers feel and address that pain with specific language.
A good example of that is an oldie - "M&M's they melt in your mouth, not in your hands.
" This gets to the real benefit that people who eat chocolate don't want to get it all over their hands - M&M's - problem solved.
(Hence this was perfect back in WWII when it was invented, so soldiers wouldn't get chocolate all over their hands in the battlefield.
) How do you go about finding that USP for your products or services? One way is to go right to your clients or customers and ASK THEM why they use you, and focus on your uniqueness.
What pain or problems do your customers have that you're trying to solve? What makes you so unique that they would rather buy from you than someone else? Take a pen and paper and start your list, or call/email your current clients today and write or rewrite your USP!
This get's to the real question of what's your USP or Unique Selling Proposition?Is it compelling enough to your audience to buy from you? A USP is the reason why your customers or clients should be using your products or services versus doing nothing at all.
This may sound harsh, but it's true, the reality is your potential customers or clients don't have to do business with you, they can simply do nothing at all or go elsewhere.
Your USP has to be so compelling to your audience that they decide to purchase from you.
Let me give you an example, if my USP is "We're bigger and better than the competition.
" This is good, yet we need to dig down deeper.
The best way we'd go about this is by using the words "so that.
" You're bigger and better so that - you can handle more clients in less time, so that- you do projects quickly and more efficiently so that ...
and you can basically keep going.
By using the term "so that," you can really sharpen your USP to get at the heart of what you do for your clients.
Look at GE's USP -"Imagination at Work," or Domino's original USP - "Delivered to you in 30 minutes or it's free," or Verizon Wireless - "From America's Most Reliable Network.
" These USPs really gets at the heart of what they do well.
In order to get at the heart of your USP you need to really study and understand the pain your customers feel and address that pain with specific language.
A good example of that is an oldie - "M&M's they melt in your mouth, not in your hands.
" This gets to the real benefit that people who eat chocolate don't want to get it all over their hands - M&M's - problem solved.
(Hence this was perfect back in WWII when it was invented, so soldiers wouldn't get chocolate all over their hands in the battlefield.
) How do you go about finding that USP for your products or services? One way is to go right to your clients or customers and ASK THEM why they use you, and focus on your uniqueness.
What pain or problems do your customers have that you're trying to solve? What makes you so unique that they would rather buy from you than someone else? Take a pen and paper and start your list, or call/email your current clients today and write or rewrite your USP!
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