Question 14:
What is my unique selling proposition (USP)?
Trick 14:
Yourbusiness’USPcontainsthesolebiggestbenefitwhichyouprovideto
yourbuyersIt’stheonemaincustomerbenefitwhichdistinguishesyou
entirely from your competitors.
Itclarifieswhat’sspecificallyimportant for your buyer and anything you
exclusively provide that your competition does notIt’sthemainreasonyour
customers will insist on buying from you. Here are two USP examples:
Wal-Mart“ExpectMore,PayLess”
Lexus“TheRelentlessPursuitofPerfection”
Wal-Mart’sUSPisbasedonthelowestpossibleprice,whileLexus’isbasedon
the ultimate in quality. They each know what they do and they each excel at
doing it: Wal-Mart customers appreciate cheap prices and Lexus customers
appreciate the best quality. Wal-Martcustomersdonotappreciate“best
quality”asmuchastheyappreciategettingthebestdeal
Now think, what is the customer benefit that you offer and your competitor
doesn’t?Or,whatdoyoudobetterthanyourcompetition?
Or, what do your customers want? For example, Wonder Bread was the first
thatsaid,“buildsstrongbodies12ways”Thebreadwasidenticaltoother
competing brands yet Moms bought Wonder Bread. Because Moms (the
customer) wanted their kids to grow strong and healthy. Wonder Bread
communicated to Moms exactly what they were looking for.
That’showpowerfultherightUSPcanbeSo what’syours?
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