Often businesses define themselves with what is called a unique selling proposition. Many businesses market their unique selling proposition to illustrate the advantages of their product or services. When trying to establish a unique selling proposition, it is crucial to find ways to differentiate and distinguish your business from your competitors, place emphasis on the positive differences between others in the marketplace.
If you can not differentiate your company based on what you sell, try to capitalize on how you sell or support your products or services. A unique selling proposition defines why customers should buy from one business rather than a competitor.
The unique selling proposition (USP) can be evident in all aspects of a business. Most often USPs are conveyed through a slogan, a company motto, or a brand. Think of the USPs that large brands have used over the years, and what they are really saying.
Slogan: “Have it your way” – Burger King
What they are really saying: We care about you, what you want matters to us. We are willing to do things different just for you, our customers are special to us.
Slogan: “Keeps going and going and going” – Energizer Batteries
What they are really saying: Our batteries are superior to our competition, no one else has batteries that last as long as ours.
Slogan: “We bring good things to life” – GE (General Electric)
What they are really saying: We are a powerful company. We do more than just one thing, you can rely on us because we have history.
Slogan: “Can you hear me now?” – Verizon
What they are really saying: Unlike our competitors, our cellular coverage is very reliable. You will not experience dropped calls or spotty coverage if you use our services.
Slogan: “You’ve got questions, we’ve got answers” – Radio Shack
What they are really saying: We excel at customer service. We staff knowledgeable professionals to help you make a purchase decisions.
Slogan: “When it Absolutely Has to be There” – Federal Express
What they are really saying: Our packages will be delivered, a competitors may not be.
Each business is highlighting it’s strengths and conveying a message that will instill confidence and comfort in their customers.
While a USP is one of the best way to successfully market a business, don’t just focus on the difference that appeals to you. Focus on identifying and expressing what is unique about the product or service that is of most importance to potential customers. The USP should place emphasis on the single item that is most important to prospective customers and distinguishes your company above all others. Is it location? Is it quality of materials? Is it superior level of service?
Another factor to consider when determining a focus for USP is how easy is it for your competitors to replicate. Many people make the mistake of using “price” as their USP. Unless you are able to consistently sell an exceedingly large volume, price is one of the easiest things for competitors to compete with. Ideally your USP should focus on something that others in your industry cannot easily reproduce.
Leverage your business by defining and using a USP in all aspects of your business.