Many of you have heard of the acronym USP (unique selling proposition) in the marketing world. Your USP – and every business should have one – is the statement that answers the question, “What is it that you offer that your competitors do not?”
If you are not using your USP in your marketing activities, you are failing to differentiate your business from your competitors. Why, then, would they buy from you?
Here are some common ways you can create a USP for your business:
- Price (higher or lower)
- Above and beyond customer service (must explain)
- Convenience (location, ordering, etc.)
- Product features or benefits (patented process or material)
- Innovation (nothing like your product or service out there)
Now, print out this page and write your own USP statement.
Your USP Statement:
___________________________________ offers _____________________________
(my company and/or my product or service) (target audience)
_______________________________ so that they can ________________________.
(your unique offering or feature) (benefit gained)
Examples to get you started:
Walmart, a neighborhood retail store, offers price-conscious Americans every day low prices on the goods they need so that they can save money.
Baskin Robbins offers ice cream lovers around the world pink spoon samples of any of its 31 flavors of ice cream at no cost so that they can enjoy the fun, flavor and variety of their old-fashioned ice cream treats.
Benjamin Franklin Plumbers offers people frustrated with plumbing providers in the past a guarantee that their plumbers will arrive on time or they will pay you $5 per minute so that they can take advantage of their valuable time.