Are you familiar with a USP? If you aren’t, your business is in trouble! I’ll say it again, entire books have been written on this subject. USP simply means your “Unique Selling Perspective.” In other words, what makes your business stand out from the rest?
– What separates your business from the rest of your competitors?
– Why should a customer purchase from you instead of your competitors?
– What does your business offer that your competitors don’t?
There is a wonderful article, written by one of the top copywriters in the world, that puts the power of your USP clearly into focus.
This article is authored by Dan Kennedy. Dan has loads of experience as he has written sales material for some of the biggest Fortune 500 companies. Why is he so successful? He can develop a client’s USP with pinpoint accuracy and then show the client how to capitalize on its amazing power.
This story is a great example of what I’m talking about. There was a struggling pizza shop that harnessed the power of a strong USP to transform the failing business into an industry giant. They decided to become UNIQUE, focusing on an aspect of the pizza business that their competitors had not yet jumped on. This provided phenomenal results and their profits exploded!
Of course, you know the pizza shop that this story is about….Domino’s!
How did they successfully turn their business around? They combined a simple, yet clever slogan with a strong USP….”Delivered Hot and Fresh in 30 Minutes or Less….OR IT’S FREE!”
The owner of Domino’s did not choose to focus on fresh ingredients, the ripest tomatoes, or even special offers.
That was what the competitors were doing! This young business owner figured out what his business needed, and he hammered home the message. What is it that customers want from their pizza place? They want their pizza FAST! This slogan, when combined with an effective USP, turned this once failing business into a pizza empire!
So think hard and determine what sets you apart. Again, answer the three questions:
– What makes your business different than your competitors?
– Why should a customer buy from you instead of your competition?
– What do you offer that your competitors don’t?
(Note: This article is part of a mini-course with twenty lessons. You can find the entire free mini-course here: http://brentriggsblog.com/minicourses.asp.)