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What Is Your Unique Selling Proposition (USP)?

Yvonne Weld

February 23, 2007

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Simply put, a Unique Selling Proposition is that “thing” that gives you a marketing advantage over your competition. So what is it that makes you stand out from the crowd? What competitive advantage do you have? In order to truly create a thriving business you need to figure out just what your unique selling proposition is and then tout it to everyone that will listen. What will make someone drive past five other coffee shops to visit yours?

Remember when determining your USP, it is not always what you perceive, but rather how you are perceived by your client that is important. Really get into their head to understand what they are looking for and what drives them to utilize your service or buy your product over your competitors. Then make sure you deliver on the promise you are providing.

When determining your USP, write down the top three reasons people are buying from you today, then look at some of your competitors and write down the top three reasons people are buying from them. I am sure you will start to see a pattern. Answer the question “My customers would rather buy from me than from my competition because …” If you cannot truly answer that question, now is the time to develop your own unique selling proposition.

When developing your USP, here are some areas to consider in making yourself stand out from your competition:

Uniqueness

Develop a unique product or service no one else offers. Sometimes this is much easier said that done, but it is the most obvious way to establish a Unique Selling Proposition.

Offer More

People continually want more; just look at the fast-food industry where everything is offered “super-sized”. I am sure you will find it hard to find someone who hasn’t bought something in bulk just because it was “a good deal”. Perhaps the key to establishing a Unique Selling Proposition is to simply go a step beyond and create your own “grocery list” of services unique to you. For example, a Web designer who also provides custom graphic design is more likely to get business than someone who provides only Web design services. The bookkeeper who provides administrative support as well as bookkeeping will stand out from other bookkeepers because they provide far more “value” for a potential client.

Find a New Market

Perhaps the solution is as simple as introducing a successful product or service to a new geographic area or a new target market. Many products and services have had great success and may or may not have success in a new area.

Give Them a Reason to Come Back

Providing an added benefit to your clients will give them a reason to keep coming back. Look for example, at all of those stores that offer a cash back reward system for their customers. What can you offer your clients as an incentive to have them return?

Of course, the key ingredient to the success of any business is to create a buzz and get people talking about you, your business and the products or services you are providing. When people are excited about what you have to offer, you will have created a thriving business. Creating a Unique Selling Proposition will give you the edge you need to attract clients to your product or service and get them talking.

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