Do you have any idea how many beginning marketers don’t even know what a USP or unique selling proposition is? More than I care to admit. And for those who do understand the concept, many of them don’t have one or don’t know how to come up with one. Well, this article is going to cover USP briefly. Hopefully, by the time you’re done reading this you’ll know what it is and have a decent idea of how to create your own USP.
Okay, a USP, or unique selling proposition could be just about anything, a phrase, a statement, a logo even, that shows your prospects what your company or product is all about. To give you an example, my personal USP is that of the “no nonsense, to-the-point, honest” marketer. I tell it like it is and don’t sacrifice integrity just to make a sale. Every one of my products and sites reflects this in the way they are designed and in the message I get across to people.
The reason this works for me is that I don’t have to think of a USP for each individual product. I simply use the same approach in my sales copy (telling the real truth about the product and what it will do and won’t do for the prospect) and let the chips fall where they may. No, I don’t make as many sales as some of the big boys because I refuse to hype things up, but the following I have appreciates the angle because they know they will get the truth.
This USP may not work with everybody. But that’s not the point. By developing your own unique USP, you set yourself apart from the competition. Look at the way some of the big companies do it. Take Nike, for example, with their saying “Just Do It!” They’re another no nonsense company that basically tells you that you need to take action. Burger King, with their “Have It Your Way” means that you can come into their place and order your burger any way you like. That’s their USP.
Comb the Internet, the TV, radio, newspapers and just about anywhere that advertisements run and check out the USP of each ad. The really great ones will stand out.
And that’s how you get YOUR business to stand out as well.
To YOUR Success,