So what’s a Unique Selling Proposition (USP)? It’s your reason for success. It’s the reason why people will buy from you instead of the other guy.
Clarifying your USP is not only important but essential. It goes beyond just sharing your widget’s features and benefits. Here’s how to do it!
Answer the following questions in order:
1. What are you selling?
2. Who is your target audience?
3. What problem does it solve for them?
4. What makes your product solution unique over the competition?
5. What’s so great about that?
In answering the forth question, sometimes it’s obvious. It may be the only of it’s kind – a unique attribute that nobody can miss. However, often it’s not so clear. So, consider the following three points in constructing your Unique Selling Proposition:
- Get More – Often you can offer more than the other guys. “2 for 1″ is the classic offer in this case. Why would they buy from the competition when you offer twice as much. However, “Get More” can also be done with creativity. What more can you throw in to sweeten the offer? For example, can you offer a complementary coaching session with your product? Sometimes you can even charge a little more when you are offering a lot more!
- Make it Easier – Life is complicated and there’s a big advantage for those who make things easier. Always look for the “Easy Button” with your product. Many sites today simply offer an easier way to do things. iTunes offered an easy way to get music fast. The Kindle offered an easy way to read and store books. How can you make someone’s life easier?
- Save Time – People are busy. Is there a way you can save people time? Restaurants On The Run is a business that understands the value of time. Fifteen years ago they started delivering food to people from a handful of restaurants. Today, they’ve served over 3,000,000 people. Can your product save people time somehow?
In answering the final question, ask it over and over. So, that’s my USP…okay, and what’s so great about that? And, what’s so great about that? Continue till you are at the root of it. Otherwise you may still be talking features and benefits.
The marketing of your product must always remember your USP. And, a powerful tag line that incorporates your USP can make all the difference in the world…
“When it absolutely, positively has to be there overnight”
“Fresh hot pizza delivered in 30 minutes or less, guaranteed”
“The night time, coughing, achy, sniffling, stuffy head, fever, so you can rest medicine”
“Melts in your mouth … not in your hand”
For those building a network marketing business, you get the opportunity to determine TWO USPs. Remember, you are making two sales, not just one. Most network marketing entrepreneurs don’t realize this and it’s a primary reason they fail.
First, you need to determine the USP regarding your product. Why will someone be a customer? What are you offering them that stands out? What about your product’s solution is unique – why should I buy it over all the competition?
Second, you need to determine the USP regarding YOU. Why will someone be in business with YOU? Let’s face it, maybe I do want to create additional income and I like your company and the product, but there’s 10 zillion other distributors out there so why would I register with you? Too often, people just assume that by promoting the product’s USP that covers them as well. Not a chance.
People don’t register into your business, they go into business with YOU! Just like your product, figure out what YOUR Unique Selling Proposition is that YOU can offer. Can you offer them more (more support, more experience, more…)? Can you offer them an easier path (better system, marketing tools, teamwork,…)? Can you offer them a savings of time (working with you will leverage their time by xyz…)
Regardless of your industry, step up from your competition and stand out! As my Dad used to say, “Remember, you’re unique – just like everyone else.” Determine what makes you unique and share it with the world!