Written by: Richard Fong
Published on December 8, 2012
Published on December 8, 2012
You’ve heard about this abbreviation in many a business article so I won’t go at length to provide a description. The word itself is it’s definition: Your USP or Unique Selling Proposition is the thing, that one detail that sets you apart from the bunch of other businesses competing for your customer’s dollars.
In this week’s blog installation, I would like to challenge you to really think about the individuality of your offer. Consider these steps:
If you haven’t yet, take a critical look at your competitors. Notice that I used the word ‘critical’. If you have zero knowledge of what the competitors sell, then take this time to really do your homework. Know your rival’s products and offerings by heart. Check to see if there’s a new player on the block, maybe there’s one or two new vendors in your same industry. The quickest way is to visit their website and see how they present their offer to online viewers.
If in the past you were confident about the uniqueness of your USP, it’s very possible that your competitors have aped you by now. Do they offer the same pricing as you do? Do they have the same colors as your logo? Do they have an extra that you don’t provide to your customers?
So, you’re finished taking that second look - and have decided that, yes, my USP is still superior. Now what?
If you have not been having much success articulating your USP to customers the first time, then take another stab at defining it. Try a slightly different angle. Describe your USP using different words. Reaching out to your existing subscriber base and ask “Hello, customer. In your own words, what was the most important benefit you enjoyed when you choose our offer?”
Armed with this knowledge, you can now do a strategic assessment of your position in the marketplace and can decide to either:
In both instances described above, the Internet can be your best tool. A good example would be in the way your USP gets search traffic. Let’s say for argument’s sake that your USP is that your product is “the best fried chicken” but when you Google said words, your competition’s website shows up. The best maneuver to beat their USP is to “refine your pitch”. Why not be “the tastiest fried chicken” or “the crunchiest fried chicken”? You can base your decision by researching which pitch or USP in search terms gets the most number of audience. With enough investigation you can even decide if going on a different direction is better, for example, you can be “the healthiest fried chicken” if your town’s demographic is filled with health conscious elders.
A brand like "Johnson and Johnson", offers mostly body and skin care products for babies, a tagline like "No More Tears" just hits the spot. Why?
It targets and empathizes with first-time mothers on the fear of holding a delicate baby. The need to have everything perfect for a first baby's bath time was easily addressed in that tagline, which is the very essence of a good Unique Selling Proposition. Now, it's up to you on how you relate your products to your unique selling proposition and make it respond to a need.
Success! You have now conceived of your new USP. Make sure to describe it in a short and sweet way. Be bold, show it off! Revamp your website with the new catchphrase. Use it at the back of your calling cards, in both sides of your service truck, as a welcome message on your phone system. Have fun and be creative with it. Use, abuse and reap its benefits!
I leave you with a great link on the web that gives great examples to inspire you.
If you need help showing up on search engines when prospects type the words of your unique selling proposition, then we’re the best team to help you end up on the top of Google search results. Give us a ring over at 949-229-3454 and we’d be happy to provide a free consultation on the most suitable SEO approach. This is a great way to stick on top of your target audience’s minds.