A Unique Selling Proposition
Copyright 2006 Joseph Farinaccio
Every product or service should offer a unique selling
proposition (simply referred to as USP) to its potential
customers. What's a USP?
The USP is an acronym for "Unique Selling Proposition" or
"Unique Sales Proposition." Every business, product and service
needs to have a USP.
The unique selling proposition is best described as the main
thing separating you from everyone else who does what you do. It
tells why your widget or service is a "must-have." It's so
important many marketers consider it to be the #1 detail in
successful advertising copy.
To begin thinking about a USP you should imagine you're
answering (as clearly, directly and simply as possible) a few
questions for a potential buyer. Write these out on paper and
your USP will be embedded somewhere in the contents.
Why should I buy from you and only you?
What can you offer me that competitors can't or won't offer me?
(Could be a company or product guarantee, specialization or
special service, number of years as an expert, better price,
etc.)
Tell me why I should read your sales message - what does it tell
me that I won't find in other sales messages?
How will I personally profit (or benefit) from doing business
for you (what's in it for me... what do I stand to gain or what
pain will you remove for me)?
What's the single biggest benefit of your product or service?
Is there one thing unique or different about your product or
service? Is there a unique combination of benefits you can
create for me as your customers? (If not, how might you be able
to make yourself unique?)
Now... pick out the most important elements of your uniqueness
(or how you want to position yourself as being unique). List
these in clear and simple language.
Okay. Thinking cap still on? Good.
Try to boil this down to a single statement. (And definitely no
more than 2 sentences at most).
1) Make it benefit-oriented (tell your client what's in it for
her or him). 2) Be specific (avoid generalities). 3) Use simple
language. 4) Be direct and to the point (be concise). 5) Make
your unique selling proposition "unique" (tell her why she needs
to buy from you and no one else... if your USP can be adopted by
anyone else then you don't have a USP yet).
"This food processor is the best?" is not a USP.
But...
"This food processor breaks down hard nuts and vegetables 16%
faster than any other, and I promise you its motor will NEVER
burn out or you can send it back for a free replacement." ... is
a USP.
"The car-rental agency of choice." is an empty slogan.
But...
"The only car rental agency in Florida open 24/7 with luxury
models at discount prices" ... is a unique selling proposition.
Here's a unique selling proposition marketing expert John
Carlton says could be used for a hamburger business in
competition against McDonald's...
"Best-grade hamburger grilled by owner-chef when you order,
delivered hot and ready-to-eat within 2 minutes... or you eat
for free!"
You see what he did here?
In this case a business owner would create his Unique Selling
Proposition and then become what it states to his customers.
Well known copywriter Bob Bly created a helpful
fill-in-the-blanks formula that might help you develop a USP.
But only use this after you've answered the questions above.
"My (name of product or service)_______, (does what?)_______,
for (whom?),_______, by (what method?)_______."
After you develop your USP include it in every sales letter. If
you have a service business make it a tagline in your signature
on all Emails and business correspondence.
Leverage it to the fullest and make the most of it in your
marketing.
a) Include it in every sales letter. b) Put it on your business
card. c) Use it in your Email signature.
Doing it will set yourself apart from the crowd - - and clearly
tell your prospects why they should come to you instead of going
to your competitor.