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Not being unique is one of the deadliest mistakes most people make when marketing their business.
With an explosion of choice for buyers across all markets, it’s now more than ever that you need to differentiate your offer. Your USP is what states to the world why you are different.
You need to identify, develop, and incorporate your USP into everything that you do. This isn’t an easy thing to do, but the reward is worth all the effort, especially if you’re looking for growth..
Your USP will differentiate you, distinguish you, and give you an advantage over everyone in your target market. “Me too” businesses rarely survive. If you end up in a price war – because you don’t communicate anything unique about what you’re offering or establish value in the minds of your prospects, you’re left with only one weapon with which to compete. Price. And unless you have a significant cost advantage over other low-cost provider competitors, you’ll lose.
Although a USP is a statement of your uniqueness, it doesn’t always have to be something that is only unique to you… as long as you state it first, you will own it!
For example, let’s assume you communicate to everyone in your target market about a 24 hour guaranteed turnaround time. Most other competitors could probably offer that too, but because theoretically, you were the first to proclaim it, it would be yours exclusively.
This is sometimes called “preemptive marketing.” You can preempt your competitors if you take a strong benefit, whether or not it’s unique, and put your stamp on it first. All others who come after you will just be strengthening an advantage that you’ve already placed in the minds of your prospects.
Do the following two things to help craft your USP:
- Create a real and perceived advantage in your prospect’s mind. Dominos made a very bold guarantee that if they didn’t deliver your pizza within 30 minutes of ordering, it would be free of charge. Dominos put their USP into action.
- Be Specific. How many businesses do you hear saying, “The Best Quality” or “The Best Service” I have to tell you that these phrases are worn-out, tired renditions of a “me too” business. Be specific with your USP. “Buy it today, and our engineer will be with you tomorrow”, that’s specific and measurable.
Once you have identified your USP, you need to make it crystal clear. The more clearly you announce your USP, the more often a potential customer will choose you over your competitors. It should be in your email signature, headlines, landing pages, the body copy of Ads, direct mail, and any promotions should all repeat it clearly and consistently.
Create your USP statement
Your USP messaging needs not only to tell your target market what you do, but persuades them to become your customer.
We recommend that you develop two versions of your USP statement. Your first should be short and to the point. It needs to summarise the company as a whole, and its value proposition, so that it can be delivered in about 30 to 90 seconds – typically following the question “What do you do?”
The 30 seconds that follow the question, “What do you do?” is one of the most commonly wasted marketing opportunities. The response is almost always self-focused, unclear and nonsensical. Many people reply with the highest-sounding title they can get away with, as they feel the person’s judgment of their worth will depend on the answer.
The second version needs to be slightly longer so that it can be weaved into a variety of marketing collateral. This message takes the prospect through a journey that covers the problem, the solution, and finally, the proof.
Your USP statement should consist of the following five elements:
- An explanation of your target prospect’s problem
- Proof that the problem is so important that it should be solved now without delay
- An explanation about why your company is the only business that can solve their problem
- An explanation of the benefits people will receive from using your products or services
- Examples and testimonials from customers you have helped with similar problems
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