How to Craft Your USP

A COMPELLING IDENTITY!
 
Today it is time to roll up your sleeves and create your powerful Unique Selling Proposition (USP). 
 
The challenge:  Can you easily and quickly tell people what your business can do for them in such a way that any prospect will want to know more?

That’s our goal!
 
Creating Your Unique Selling Proposition (USP)
 
The possibilities for building a USP are unlimited.  It’s best, however, to adopt a USP that dynamically addresses an obvious void in the marketplace that you can fill.

So first, identify needs which are going unfulfilled within your industry:
a. A broad selection
b. Big discounts
c. Advice and assistance
d. Convenience (i.e. location, immediate delivery, etc.)
e. Top-of-the-line products
f. Speedy service
g. Service above and beyond
h. Better warranty or guarantee
i. Whatever else you can think of

The point is to focus on the one niche, need or gap that is most sorely lacking - provided you can keep the promise you make; or focus on communicating the specific market niche you already have carved out.
 
Easy Fill-in the Blank Exercise
Second, clearly explain the advantages and benefits your product or service brings to someone’s life.  Communicate the positive impact your product or service will have on someone’s life.  Try this exercise — Fill in the blanks — “Most businesses in my industry do_____________, But what we do is _______________________________.  The second blank is what sets you apart from others in your same line or field or practice - this is your USP. 
 
Another variation on the above exercise is to fill in these blanks:  
Do you know how_____________________________(define the common approach in your field, or define a clear problem in your industry),  what I do is __________________________ (provide the unique solution or differentiator).
 
For example:   Do you know how most grocery stores are totally indifferent to your business and seem to be bothered by serving you, what Steeles Market does is call you by name whenever you enter our store, always provide you with free carry out service to your car, and we totally delight in giving you the best grocery shopping experience of your life.

Do you think you would be willing to give Steeles Market your business?  Think about how much you spend over the course of a year in your local grocery store!
 
Ideally your USP is one statement (does not necessarily mean one sentence).

Be sure to focus your USP on the appeal to your specific market, as opposed to what you think is your greatest accomplishment or what appeals to you.  Identify needs that are going unfulfilled in your industry.  Focus on one niche.

No empty words.  Denominate what quality looks like in action; what service means when extended, what dependability translates to in application.  The customer can’t perceive what quality, service and dependability look like with your particular product or service. 

Ask yourself:  What is superior or more beneficial about my product, my service, my company, my people, my process, my engineering, my design, my buying criteria, my technical skills, etc.?  What sets your business apart from others in the same field?  What is truly unique about your business - something special, something that your main competitor simply can’t offer or doesn’t offer?  What makes your service or product unique?
 
Remember last week’s topic about 7 - Profound Leverage Questions?

What is my customer’s perception of their biggest problem?   How do they define value?  Why do your customers do business with you?  In addition to asking your customers, ask your employees - why do our customers buy from us; what do you think we offer that’s uniquely beneficial; what do you see us offering or providing that our customers can’t get from our competitors?
 
Types of USP’s
Some different possible types of USP’s might include:

The broad selection USP, The service oriented USP, The value-oriented USP, The discount price USP, or The elite/members only USP.  Some ideas for you to consider in crafting the concept of your USP (not the actual words) might include:
You sell your product or service for less
You sell a higher quality product or service
You provide more customer service
You offer two times the guarantee
You offer more exceptional bonuses
You offer more choice/selection/options
You have a service department ten times the size of ___
You have a trade-in program
You serve a specific age group, industry, type of person, etc.

Specific Examples of USP’s
- We offer 30 makes of tires - the widest selection in town
- We sell the same Plasma & LCD TV’s and home theaters that you find at company xyz but our prices are 20% to 30% less.
- We always have 78 different widgets in no less that 12 different sizes and 9 desirable colors in price ranges from $5 to $599
- “When it absolutely, positively has to be there overnight.” Federal Express
- “If you’re not happy for any reason, now or in the future, we’ll take care of you.” Nordstrom’s
- “You’ve got questions, we’ve got answers.” Radio Shack
- An internet marketer guarantees his results.
- A pizza store delivers faster than anyone in town.
- A dentist came up with a five-point home care program
- A print shop finishes jobs much quicker than the competition
- A contractor offers a retro-active guarantee
 
**** Be Creative, Be Clear, Be Unique!!!****
 
DAILY PRAYER
Father, You tell us in Your Word that accurate weights are Your delight (Prov 11:1).  Please bless those in the marketplace that have a heart to serve, a heart to make a difference, a heart to continually get better.  Give them favor with man and favor with You!  In the name of Jesus, Amen. 
 
Don’t worry about crafting the perfect USP - tomorrow we will talk about how to pick the best USP.  For now, take action — don’t delay, develop your USP!
 
Blessings,

Michael Stay
President
Core Impact, Inc