How to Develop Your Unique Selling Proposition (USP)
Your USP is the very essence of what you are offering. Your USP needs to be so compelling that it can be used as a headline that sells your product or service. Therefore, since you want to optimize all your marketing materials for maximum results, create it before anything else (such as advertisements and marketing copy).
Step 1: Use Your Biggest Benefits:
Clearly describe the 3 biggest benefits of owning your product or service. Let me be blunt. Your prospect doesn’t care if you offer the best quality, service, or price. You have to explain exactly WHY that is important to them. Think in terms of what your business does for your customer and the end-result they desire from a product or service like yours. So, what are the 3 biggest benefits you offer? Write them down on a piece of paper…
Step 2: Be Unique:
The key here is to be unique. Basically, your USP separates you from the competition, sets up a “buying criteria” that illustrates your company is the most logical choice, and makes your product or service the “gotta have” item. (Not your competitor’s.)
Write your USP so it creates desire and urgency. Your USP can be stated in your product itself, in your offer, or in your guarantee:
- PRODUCT: “A unique baseball swing that will instantly force you to hit like a pro.”
- OFFER: “You can learn this simple technique that makes you hit like a pro in just 10 minutes of batting practice.”
- GUARANTEE: “If you don’t hit like a pro baseball player the first time you use this new swing, we’ll refund your money.”
Write your ideas on paper now…
Step 3: Solve An Industry “Pain Point” Or “Performance Gap”:
Identify which needs are going unfulfilled within either your industry or your local market. The need or “gap” that exists between the current situation and the desired objectives is sometimes termed a “performance gap“. Many businesses that base their USP on industry performance gaps are successful.
For example, Dominos Pizza used the “Pizza delivered in 30 minutes or it’s free” USP to become wildly successful. This worked because of the need or “gap” in the market – After a long day at work Mom and Dad are too tired to cook. But the kids are starving and don’t want to wait an hour! They want pizza NOW. Call Domino’s.
So, what are the most frustrating things your customer experiences when working with you or your industry in general? Alleviate that “PAIN” in your USP and make sure you deliver on your promises. Write your ideas on paper now…
Step 4: Be Specific and Offer Proof:
Consumers are skeptical of advertising claims companies make. So alleviate their skepticism by being specific and offering proof when possible. Write your ideas on paper now…
Step 5: Condense Into One Clear And Concise Sentence:
The most powerful USPs are so perfectly written, you cannot change or move even a single word. Each word earns you money by selling your product or service. After you get your USP written, your advertising and marketing copy will practically write itself!
Now take all the details about your product/service/offer from the steps above and sculpt them into one clear and concise sentence with compelling salesmanship fused into every single word. Write your ideas on paper now…
Step 6: Integrate Your USP Into ALL Marketing Materials:
Variations of your USP will be included in the ALL your marketing materials such as your…
- Advertising and sales copy headlines;
- Business cards, brochures, flyers, & signs;
- Your “elevator pitch”, phone, and sales scripts;
- Letterhead, letters, & postcards;
- Website & Internet marketing.
Step 7: Deliver On Your USP’s Promise
Be bold when developing your USP but be careful to ensure that you can deliver. Your USP should have promises and guarantees that capture your audience’s attention and compels them to respond to you. Having a strong USP can make your business a big success, or a big failure if you don’t deliver on it thereby ruining your reputation. In the beginning, it was a challenge for Federal Express to absolutely, positively deliver overnight, but they developed the system that allowed them to deliver the promise consistently.