Why Should I Even Speak to You???
Do You Have A Unique Selling Proposition?
If I were your prospective customer, why should I do business with you above any and all other options? Why would I be an absolute fool to buy what you sell from anyone else but you? That answer should be clearly articulated in the form of your USP.
What you need to know…
A USP is the single, most distinct and important benefit a business owner provides to their clients that's different from their competition. It's absolutely critical to not only create an effective and highly compelling USP, but to use it in every piece of marketing you develop, and in every form of communication you use with your clients and prospects.
Get Personal
Can a strong personality be incorporated into a company’s unique selling proposition? Absolutely! But proceed with caution.
Stealing from hip-hop mogul Jay Z’s insistence that he’s “not a businessman, he’s a business, man,” businesses (especially small businesses) should realize that a strong personality can go a long way—as long as it aligns with what is being sold.
Consider the case study of George Zimmer, founder of Men’s Wearhouse. When the company’s board recently fired Zimmer, many analysts were quick to point out that no matter what the dispute was, removing Zimmer from the company was a bad move. Why? He had become a recognizable personality and was beloved by many of the customers and company employees. Mary Buffett wrote in a Huffington Post article:
Firing George Zimmer from The Men’s Warehouse is like benching Warren Buffett over at Berkshire Hathaway. As the pitch-perfect spokesman, losing Zimmer will remove the soul from The Men’s Wearhouse brand. I guarantee it.”
Source: 5 ways to develop Your unique selling proposition
Why you need to know this…
Your USP, working in tandem with your elevator pitch, creates a huge competitive edge for your business. Developed properly, it will separate your business from your competition, eliminate them in the minds of your prospects and have them saying to themselves that they would be fools to do business with anyone else but you.
For example, most business owners place the name of their business at the top of their business card. That's the worst thing you can put there. No one cares who you are or what you do. They only care about the benefits your product or service offers to them.
Instead of a jeweler's business card saying "John's Jewelers," what if it said this…
Discounted Diamonds - Unmatched Quality, Untouchable Price, Unbeatable Guarantee
In just a few words, would you feel like an absolute fool if you bought a diamond from anyone else but this jeweler? That's the power of a well-designed USP.
The cost to you if you fail to act…
Do you have a Unique Selling Proposition?
Do you use it in every piece of marketing you create?
Do you have it prominently displayed on your business card?
If you don't, you're losing market share, a massive amount of potential revenue and the opportunity to dominate your market.