You’ve probably heard the term unique selling proposition before, but have you really thought about what it is and what a central roll it plays in your marketing program. It’s so easy to take what you do for granted! What do you do that no one else does or no one else does better than you? How would you like to be thought of? How would you complete the phrase….they’re the guys who….?
A USP is a compelling reason (or combination of reasons) for your customers, clients or patients to choose your products and services above others. Its your competitive advantage.It’s what you do that others don’t.
A USP may be one major reason (with or without support from others), or a combination of smaller reasons.
A USP may be one of a group of interrelated USP’s serving different products, services, or segments of a target market.
A USP must be “unique” or “perceived to be unique” in the mind of our customer. Our ultimate success depends on it.
As authors Al Ries and Jack Trout say, “Don’t try to be better…try to be different”
I’m the guy that gets you to be really honest with yourself and to answer the tough questions that lead to making progress. How do I know that – because I ask my best clients what the number one thing they get out of working with me is and they tell me that’s what it is. Before I asked them, I thought it might be because of all the cool information and tools I share with them. Don’t get me wrong – they dig that too but what they really value in our relationship is the clarity and sense of responsibility that comes with digging deep and answering important questions honestly in a safe place, with someone they know can help them formulate the next steps.
There are basically two ways to make money when it comes to your pricing and offering. If you can demonstrate true uniqueness and offer something that is in short supply – you can charge a premium for it and off it to a smaller segment of the market who is happy to pay. You might think of this as the early adopter group, who are like the guys that run out and buy the latest technology even thought it’s expensive. The second way is to sell a commodity to the masses that has little or no uniqueness so you deal on lower volume with smaller margins.
We all have to re examine from time to time where we are at, and where we are headed with respect to the value and uniqueness we are creating. Go take a look at your website or marketing materials right now. Are they conveying your USP? Then, go ask your best customers the same thing – you might be surprised – but I guarantee it will be a worthwhile exercise.