Good Monday morning! Today, I’d like to just get you to think about something for a minute, and then ask you….What make YOUR business unique? And are you telling your potential buyers about it?
It never ceases to amaze me when someone contacts me about helping them with their business, and I ask them those two questions, how they can’t seem to answer the first one.
Seriously, before you even start developing your business — or building your website — or writing a single word of salescopy — you should have been able to clearly articulate what the heck makes YOU different from your competition!
Or using proper marketing mumbo jumbo: “What’s your unique selling proposition, or ‘USP’?”
I know I know… “I ONLY represent buyers…” or, “I help buyers save money on their home purchase…” or even worse, “We help buyers get the best price on a home…” or “We offer the best service to home buyers, period”…. blah-blah-blah..
Let me blunt: none of those USPs work. I’ll tell you why in a moment, but first — do you want to hear something ironic?
Big brand companies have abused many of these USPs to the point where potential customers have become desensitized to them. “Low price!” or “Best quality!” ads no longer grab people’s attention or give them a unique, believable reason to use your service.
Here is the quick and dirty of it: If you want to be really successful you need to stand out from the crowd by offering a USP that’s truly different… something your competition just can’t claim.
(And in hindsight, you’ll know you did it right when your competitors scramble to catch up by offering the same USP. But they won’t sound as believable — because you’re the one who offered it first!)
To get your creative juices flowing, here are some famous USPs that have played a pivotal role in the success of their organizations:
- Fedex – “When it absolutely, positively has to be there overnight!”
- Domino’s Pizza – “Hot pizza delivered in 30 minutes — or it’s free!”
- M&M’s – “The milk chocolate melts in your mouth, not in your hand.”
- Wonder Bread – “It helps build strong bones 12 ways.”
- Head & Shoulders – “You get rid of dandruff!”
- Olay – “You get younger-looking skin!”
- Red Bull – “You get stimulation of body and mind!”
Take note that these are all clear, to-the-point messages conveying a simple idea that differentiates their product from everyone else’s. And most importantly, they’re believable
So what is your USP? What makes you different from your competitors — in ten words or less — and gives your customers a powerful, compelling reason to use your service?
Post your USP as a comment here on my blog… I’d love to hear about it! And maybe you can get some ideas from others who post a comment here. Go ahead… post your USP as a comment. If you don’t post, that tells me you probably don’t have one. And if you don’t, then SHAME ON YOU. Maybe you need to re-think your USP… if so… post that too. C’mon… it won’t hurt you to share your USP with everyone here. I promise. 🙂
Have a great week. I look forward to reading your USP.