Okay, so I’m sure you know by now what a USP is, but do you know how to find the Unique Selling Proposition that is hiding inside YOUR online business?
Unless your company has absolutely no competition now or in the foreseeable future (which is HIGHLY unlikely), you’re well advised to find and then DEVELOP your USP. As you already know, a USP is something that differentiates your business from all of your competition.
For you to succeed, you have to identify and understand what you or your business does or can start doing for your prospects and customer,s that provides them with a result that is superior to your competitors. This is called your unique selling proposition (USP). Your unique selling proposition is the distinct advantage or benefit that sets your business apart from the competition.
Your unique selling proposition can be based on better quality, faster service, greater convenience, more experience, lower prices, larger selection, or any other attribute you want to be known for.
The important thing to remember is that before you can get a greater share of the market, you first have to get a greater share of your prospect’s emotions. You can do this by selecting and developing your unique selling proposition.
Your USP should be one that is a natural benefit offered by your business. Never offer a USP that is pure baloney. For example, if you sell super high-end products on your website, you shouldn’t consider lower prices as your unique selling proposition. NOBODY wants to buy a Rolex from a Beverly Hills jeweler at a discount.
So what is your USP? Here are some ideas to get you started.
1. A broader selection.
2. Less expensive (like Walmart’s “Always Low Prices”).
3. Convenience (location, immediate delivery etc.).
4. Better assistance by phone, email or fax etc.
5. Very BEST products available.
6. Easiest ordering process.
7. Best service.
8. A more comprehensive guarantee.
9. Any other benefit you can offer your customers that the competition doesn’t.
The possibilities for building a USP are virtually limitless, the important point being to focus on one niche area, need, or want that is most lacking in the marketplace. Above all, never adopt a USP that you cannot fulfill. You don’t want unhappy customers EVER if you can avoid it. Rather, you want customers who are delighted with your company, so much so, that they write and say great things about you to all of their friends and business colleagues.
In choosing a unique selling proposition, keep these three things in mind: your competition, your operation, and, most importantly, your target audience . Make sure you pick a unique selling proposition that suits all three.
All of your marketing should create an emotional connection between your company and your unique selling proposition. As an example, you can choose quality as your USP, while still promoting your service and location. But you’ve got to communicate the idea of quality in all your marketing, so when a customer or potential customer thinks of you or your company, they immediately FEEL that they are dealing with the very highest quality (products, personnel etc.).
If you don’t offer a clear and meaningful unique selling proposition, your business will stand for nothing, and you MUST make your web-business stand for SOMETHING.
Successful companies study their market looking for vacant niches. You want to be able to OWN (or almost own) a niche, and you must do whatever is necessary to live up to your unique selling proposition.
The small number of businesses that actually develop and incorporate a unique selling proposition always own a larger share of the market then those without one. By developing your USP and incorporating it into every aspect of your business you’ll have a major advantage over your competition.
Luke.
