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Use a USP to Sell
Often businesses define themselves with what
is called a unique selling proposition. Many businesses market
their unique selling proposition to illustrate the advantages
of their product or services. When trying to establish a unique
selling proposition, it is crucial to find ways to differentiate
and distinguish your business from your competitors, place
emphasis on the positive differences between others in the
If you can not differentiate your company based
on what you sell, try to capitalize on how you sell or support
your products or services. A unique selling proposition defines
why customers should buy from one business rather than a competitor.
The unique selling proposition (USP) can be
evident in all aspects of a business. Most often USPs are
conveyed through a slogan, a company motto, or a brand. Think
of the USPs that large brands have used over the years, and
what they are really saying.
Slogan: "Have it your way" - Burger King
What they are really saying: We care about you, what
you want matters to us. We are willing to do things different
just for you, our customers are special to us.
Slogan: "Keeps going and going and going"
- Energizer Batteries
What they are really saying: Our batteries are superior
to our competition, no one else has batteries that last as
long as ours.
Slogan: "We bring good things to life"
- GE (General Electric)
What they are really saying: We are a powerful company.
We do more than just one thing, you can rely on us because
we have history.
Slogan: "Can you hear me now?" - Verizon
What they are really saying: Unlike our competitors,
our cellular coverage is very reliable. You will not experience
dropped calls or spotty coverage if you use our services.
Slogan: "You've got questions, we've
got answers" - Radio Shack
What they are really saying: We excel at customer service.
We staff knowledgeable professionals to help you make a purchase
Slogan: "When it Absolutely Has to be
There" - Federal Express
What they are really saying: Our packages will be delivered,
a competitors may not be.
Each business is highlighting it's strengths
and conveying a message that will instill confidence and comfort
in their customers.
While a USP is one of the best way to successfully
market a business, don't just focus on the difference that
appeals to you. Focus on identifying and expressing what is
unique about the product or service that is of most importance
to potential customers. The USP should place emphasis on the
single item that is most important to prospective customers
and distinguishes your company above all others. Is it location?
Is it quality of materials? Is it superior level of service?
Another factor to consider when determining
a focus for USP is how easy is it for your competitors to
replicate. Many people make the mistake of using "price" as
their USP. Unless you are able to consistently sell an exceedingly
large volume, price is one of the easiest things for competitors
to compete with. Ideally your USP should focus on something
that others in your industry cannot easily reproduce.
Leverage your business by defining and using
a USP in all aspects of your business.
About the Author:
Sharon Housley manages marketing for FeedForAll http://www.feedforall.com
software for creating, editing, publishing RSS feeds and podcasts.
In addition Sharon manages marketing for RecordForAll http://www.recordforall.com
audio recording and editing software.