Unique Selling Proposition

Unique Selling Proposition
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.

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About the Author:
Sharon Housley manages marketing for FeedForAll
http://www.feedforall.com software for creating, editing,
publishing RSS feeds and podcasts. In addition Sharon
manages marketing for NotePage http://www.notepage.net a
wireless text messaging software company.