How to Make Your Business Standout

WHY BUY FROM YOU?
 
This week’s theme is “The Power of Your Business Identity”.  You will specifically learn all about your Unique Value Proposition or more to the point - your Unique Selling Proposition (USP). 
 
Learn and apply these principles, because without a clear and often repeated USP you are surrendering to your competitors without a fight.
 
Your Unique Selling Proposition (USP)
 
The next time you are at a party or social gathering try this little exercise - seek out and ask a few business owners the following question:  “”Can you tell me in 30 seconds or less what it is about your business that is more advantageous for a customer to buy from you instead of dealing with your competitors?”
 
After a long silent pause, or several sounds consisting of “uh” — “well” — “umm” — you will conclude that they don’t know what to say.  When you ask a business owner to articulate clearly and concisely in one paragraph or less their USP, most business owners have no answer.  Why?  Because they have never thought through or offered a USP.

Few businesses actually go through the process of creating a USP.  Most try to be everything to everyone, and they can’t understand why they don’t possess a unique advantage in the market.  It’s because they have positioned themselves as a simple commodity.  How do you expect your customers to identify your attributes if you don’t even know what they are?
 
What is a Unique Selling Proposition?
 
Your USP is what sets your business or professional practice apart from others in the same field.  What is truly unique or special about your business - something that your main competitor simply can’t or doesn’t offer.  Your USP is the distinct and appealing idea that sets you and your business favorably apart from every other competitor.
 
It should be the one unique, attractive selling advantage you are best suited to deliver.  That single, unique benefit, appeal or big promise that you hold out to the prospect - one that no other competitor offers.  Unlike a mission statement which is internal, a USP is always external - it tells the customers why they should buy from you. 
 
Purpose of a USP
 
Your entire marketing and operational success should be built upon your USP.  Clearly conveying the USP through both your marketing and your business performance will make your business wildly successful and separate you from the crowd of competitors.  Getting clear on your USP - which is really your true business identity - is transformational - it will position you in a new higher light in your mind, your employee’s mind, and your customer’s mind.
 
You simply must be able to demonstrate to a customer, client, or patient how they will gain a special benefit or result from dealing with you.  If you do not differentiate, distinguish, and establish a clear USP - one that your customer or client can easily and instantly perceive - you have nothing special to offer anyone.  Without a clear USP — there is no reason for a customer to seek out your product or service.
 
Whenever a customer needs the type of product or service you sell, your USP should bring your business immediately to mind.
 
DAILY PRAYER
Father, You utilized the transformational power of identity in John 1:42b, when you re-named Simon (which means a willowy reed) to Peter (which means a solid rock).  Help us to see the potential you have placed in us, and help us to see the potential you have placed in others by appreciating and valuing what is unique.  Let us celebrate, fully embrace and clearly communicate our uniqueness in the marketplace.  In the name of Jesus, Amen.
 
Tomorrow you will learn how to create your USP and I will share some examples of powerful USP’s that have given businesses a significant competitive edge in their industry or field.
 
If you have business associates, family or friends that could benefit from learning about USP’s please consider forwarding this edition of The Weekly Trio to them.  Thank you!
 
Grace and peace multiplied to you,
 
Michael Stay
President
Core Impact, Inc