Often businesses define themselves with what is called a
unique selling proposition. Many businesses market their
unique selling proposition to illustrate the advantages of
their product or services. When trying to establish a
unique selling proposition, it is crucial to find ways to
differentiate and distinguish your business from your
competitors, place emphasis on the positive differences
between others in the marketplace.
If you can not differentiate your company based on what you
sell, try to capitalize on how you sell or support your
products or services. A unique selling proposition defines
why customers should buy from one business rather than a
The unique selling proposition (USP) can be evident in all
aspects of a business. Most often USPs are conveyed through
a slogan, a company motto, or a brand. Think of the USPs
that large brands have used over the years, and what they
are really saying.
Slogan: "Have it your way" - Burger King
What they are really saying: We care about you, what you
want matters to us. We are willing to do things different
just for you, our customers are special to us.
Slogan: "Keeps going and going and going" - Energizer
What they are really saying: Our batteries are superior to
our competition, no one else has batteries that last as
long as ours.
Slogan: "We bring good things to life" - GE (General
What they are really saying: We are a powerful company. We
do more than just one thing, you can rely on us because we
Slogan: "Can you hear me now?" - Verizon
What they are really saying: Unlike our competitors, our
cellular coverage is very reliable. You will not experience
dropped calls or spotty coverage if you use our services.
Slogan: "You've got questions, we've got answers" - Radio
What they are really saying: We excel at customer service.
We staff knowledgeable professionals to help you make a
Slogan: "When it Absolutely Has to be There" - Federal
What they are really saying: Our packages will be
delivered, a competitors may not be.
Each business is highlighting it's strengths and conveying
a message that will instill confidence and comfort in their
While a USP is one of the best way to successfully market a
business, don't just focus on the difference that appeals
to you. Focus on identifying and expressing what is unique
about the product or service that is of most importance to
potential customers. The USP should place emphasis on the
single item that is most important to prospective customers
and distinguishes your company above all others. Is it
location? Is it quality of materials? Is it superior level
Another factor to consider when determining a focus for USP
is how easy is it for your competitors to replicate. Many
people make the mistake of using "price" as their USP.
Unless you are able to consistently sell an exceedingly
large volume, price is one of the easiest things for
competitors to compete with. Ideally your USP should focus
on something that others in your industry cannot easily
Leverage your business by defining and using a USP in all
aspects of your business.
Be Unique and Build a Brand
The essence of a brand is the mental imprint we plant on the minds of our market.
A brand creates feelings, emotions and an affinity to our products, services and companies.
Your Unique Selling
Your Unique Selling Proposition is what sets your business apart from all the other businesses similar to yours. It's a specific memorable statement that describes the unique value of your business and creates excitement in your potential new customers.
Your Unique Selling Position
Very few understand what Unique Selling Position (USP) really is, what its significance is on your ability to sell, and most important, how to create one. Itís tricky and not something you learn overnight, but it is critical to the success of your business.
Brand Big--Deliver a Great Experience
Your brand or any brand for that matter is the sum of all you do. Itís something you earn over time by how you behave and treat your market or customers. Your brand is the mental imprint that you plant in your marketís head.
Your Brand Makes People Feel Something
Branding is more than product recognition or a simple logo. It is the
overall intellectual and emotional impression people have when they think of
your company and its product.
] [EntrepreneurismBible.com home]
About the Author:
Sharon Housley manages marketing for FeedForAll
http://www.feedforall.com software for creating, editing,
publishing RSS feeds and podcasts. In addition Sharon
manages marketing for NotePage
wireless text messaging software company.