Why is it so critical to have a unique selling proposition (USP)?
Actually, this is one of the more important elements to a company. If you don’t have a USP, you are just a “me too” firm trying to sell the same thing as everyone else.
Without something to make you stand out, you likely aren’t going to stay in business long. This is particularly true if there are a lot of companies you are competing with. And having something that makes you stand out will enable you to charge more money than most companies as well.
However, just having a USP is not enough. It has to be a good one.
Here are three tips for getting the most out of your unique selling proposition:
Your Biggest Promise
You need to put your best foot forward with your unique selling proposition. This is what will make you stand out. Ideally it should revolve around the main benefit of your product. You know your customers are going to care about this. Try to come up with some sort of guarantee that no one else can match.
An example of a good one would be a “double money back guarantee” if your product doesn’t produce the desired benefit. Almost nobody offers this, so it will make you stand out. Just think about what your customers want, and then come up with a USP that meets that need better than anyone else.
Focus on Your Customer
Your USP is not meant to be something about your company. Instead it needs to involve a benefit to your customer.
People aren’t concerned with the length of time your company has existed for. They want to know what you can do for them. So focus on that in your unique selling proposition .
Promote it Heavily
There is no point in having a unique selling proposition if you aren’t going to advertise it. This should be the main point in you advertising messages.
When you think of Geico commercials, you probably think of “15 minutes could save you 15% or more”. That’s because they promote it in every single advertising campaign, from TV ads, to radio, billboards, and so on.
You can do the same. Always mention the USP at least once, ideally in the headline of the ad. This will ensure it has the maximum effect
An effective USP will bring you more business. It’s absolutely essential. The last thing the world needs is another business that provides the same solution that hundreds of other companies do.
This will not only get you more business, but also enable you to charge more money. The more value you provide, the more you can charge. Implement these three tips, and you will have an effective unique selling proposition very soon.
If you would like a little more help on figuring out your unique selling proposition, we’ve have an entire series (with workbook) to help you put together a Simple Business Plan. And of course, you can send me an email if you have any questions.