Discover Your Killer Unique Selling Point
Here’s a quick challenge for you. In the next 20 seconds, see if you can articulate three reasons why a customer should buy from you and not your competitors…
Can you come up with the answers without biting your lip, breaking into a sweat or tearing your hair out in frustration?
If you can’t, then it could mean that your business is heading for trouble, because you don’t have a crystal clear idea about your company’s unique selling proposition. Also called your USP, it is a defining statement that describes what your business is about and how you stand out from the rest of the pack. It explains to your customers why they should do business with you above all the other choices they have out there. In today’s global marketplace when there is so much homogeneity, a USP is vital for success.
A USP should also position you as someone who can provide the best possible solution that your customers are looking for. Don’t rely on statements that you are the cheapest, fastest and best, because so is everyone else. With these words you will just merge into the crowd. A USP should be short, sweet, grab attention and put you in a class of your own. An example of a killer USP helped FedEx to dominate the package shipping industry – “When it absolutely, positively has to be there overnight”.
To see some good examples of USPs, look at the marketing messages of other companies. Take note of how they use only a few words to describe how they are different from everyone else.
How to Determine Your USP
Think like a journalist – reporters get to the heart of the story by asking the 5 Ws and 1 H (Who? What? Where? When? Why? How?)
Do the same with your business:
Who buys from you?
What are the benefits of your offering?
Where do you see your products and services?
Why do people buy from you?
How do your products and services benefit them?
Identify what is unique about you – from the list you made above, you should be able to pull out a few examples of things you are really good at that make you unique.
Identify the pain points in your industry – in what ways are customers currently not being served? Which needs are going unfulfilled? What are the biggest frustrations that customers experience when engaging with your industry? Demonstrate how you can relieve their pain in your USP, and you could be onto a winner. In creating their USP, Domino’s Pizza identified a dilemma faced by their customers. They realised that parents are too tired to cook when they come home from work and the kids don’t want to wait ages to be fed. They came up with: “You get fresh, hot pizza delivered to your door in 30 minutes or less—or it’s free.” So find out what your customer really wants and then get it for them.
Once you have gone through these steps, capture your USP in a single phrase that is short, snappy and positive.
Promote Your USP and Deliver on its Promise
You may need to dig deep into your organisation to find your USP, but once you have it, use it to drive the development of your outfit and your marketing efforts. It must make your target audience want to know more about you, and move them to action, whether it’s to go to your website, book an appointment or make a purchase.
Integrate your USP into all your marketing materials and ensure that all of your employees live and breathe it, so that you continually deliver on your promise.
Our Training Programmes are designed to have your USP stamped throughout – being captured at every moment, so that the messaging, skills and techniques covered are all in line with your USP. Call us now to find out more – 0207 043 1582
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