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Figuring Out Your Unique Selling
Proposition (USP)
by Bill Thomas Jr

USP Marketers MindsetWhat is it that's different about your business, your product, or your service?

What does your product do that no other product does?
How are you different from your competitors?

Can you tell me in just a sentence or two why I (or anyone else) should buy from you instead of all the other choices that I have?  Most small businesses can't, but all it takes is a little mindset and creativity.

Evaluate What It Is That You Do That Is
Different From Your Competition

Maybe your advantage is that you're a small company; maybe it's because you're large.  Maybe it's because you're local, or maybe being national is your advantage.  Or faster, or slower, or more experienced -- you get the picture.  But once you figure out what that real difference is, develop it and hammer it into the minds of your prospects with relentless repetition. 

Learn to develop an "elevator speach" around your USP -- something that you can swiftly and clearly present to a potential client before you have to "get off at your floor."  Make sure you can properly and effectively recite your USP while you're falling out of bed, half asleep.  This is the mindset that positions your company and helps determine your success.

Dominate and Eliminate Your Competition
With This Technique

Your competitor may not have a clear USP; you need to do your research.  I study my competition thoroughly, then I will "give away" the other company's USP as part of my solution, and then "kick it up a notch."  There is no recovering from this tactic and they are out of the game. 

Uniqueness, your edge, will prevail and bring clarity to everything you do.  Your advertising will be laser-targeted and will provide a hook for your headlines and bullet points.  Your sales will explode overnight and you will be immune to price wars.

Examples of Some Hard-Core USP's
You Surely Know as Slogans

  • Wonder Bread helps build strong bodies in eight ways.
  • M&M's melt in your mouth, not in your hands.
  • Certs breath mints with a magic drop of retsyn.
  • Colgate cleans your breath while it cleans your teeth.
  • How do you spell relief? R-O-L-A-I-D-S.
  • Fresh, hot pizza delivered to your door in 30 minutes or less, guaranteed.
    Domino's Pizza.

Now it's time to get the customer to take action . . . [direct response websites]

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