There’s a lot of talk about the need to create a Unique Selling Proposition (USP). But you may be wondering if this really applies to you. The answer to that question comes in first understanding what a USP is and what it can do for your business. Your USP is the one aspect of your business that sets you apart from your competition. It’s what makes you unique in the eyes of your target customer. Your USP doesn’t have to BE unique, though the way you express it should be. But it’s what the public perceives to be unique about your business. The best USPs are those that understand a customer problem and seeks to solve that problem quickly and efficiently.
Some examples of a good USP are the Internet companies who stress their free shipping over $X policy. They’re certainly not the only ones who offer free or low cost shipping. But because they stress this as part of their advertising and marketing message, they’re perceived to be the only ones who do so. And you probably realize what a difference free shipping makes for online shoppers. It can be the deciding factor in their buying from you or your biggest competitor.
Other good unique selling propositions include FedEx and their “When it absolutely, positively has to be there overnight.” Or what about Dominos Pizza, “delivered in 30 minutes or it’s free.” They made a fortune with that! Then there’s Nyquil’s “The nighttime, coughing, achy, sniffling, stuffy head, fever, so you can rest medicine.” It’s the first thing I look for in MY medicine cabinet when I have a cold.
All of these companies stand out as the leaders in their industries because of these one-line, Unique Selling Propositions that have become as commonplace as the products themselves. And each of these USP acknowledges a problem and provides a solution to it for the customer.
Understanding your individual USP does take time, and creative thinking, to develop. It’s rarely something that pops into your head at the first mention of drafting one. A USP needs to be original and it needs to point out your best feature, something you offer better than anyone else. But a solid USP that makes sense to your customers can have a dramatic impact on your personal branding and on helping your target audience to recognize what you can do for them better than anyone else can.
If you need help crafting your USP, or planning any other facet of your business, you may be interested in my training program that offers all the knowledge and information you need to successfully get your business up and running smoothly. Find out more about Planning Your Business and decide if it’s right for you!