I've learned that one of the most important things any business can do for itself is determine what its Unique Selling Proposition (USP) is before developing any marketing or advertising campaigns.
I was privileged to partner with radio and TV personality Art Linkletter on a variety of business and promotional projects for many years. Most people were not aware that in addition to his writing, radio and TV work, he was a very astute business man.
He would often come up with some tricky slogans or sayings and one day said to me "We have to determine what our USP is for this project we're working on". That was the first time I had heard this term and didn't want to sound stupid but I didn't know what he meant. Later, he went on to explain how critical it is for any business to know what its Unique Selling Proposition is.
A good business encyclopedia definition of a USP is as follows:
"The factor or consideration presented by a seller as the reason that one product or service is different from and better than that of the competition".
We'll go into this in more detail in future posts but for now I would like you to begin thinking of three areas where you can be unique.
1 - Create a unique product or service that no one else has.
2 - Come up with a unique offer that sets you apart from the competition.
3 - You can include a unique guarantee.
Always remember, there’s a big difference between what your product or service does, and what your product does for your customer. You must clearly define what your benefits are. The more specific you can get with how your product or service can benefit them, the more effective it is as a unique selling proposition.