Today, very few businesses are one-of-a-kind. So, what makes a customer choose your company’s product or service over your competitors?
The truth, it’s not necessarily what you’re selling that sets you apart and grabs a customer’s attention, but the messaging you choose to focus on.
This can be achieved by implementing an effective sales strategy around a “Unique Selling Proposition” that differentiates your business and resonates with your desired customers. When your company goals and values match those of your desired customers you can bet your last penny that they will buy into your business over your competitors.
So, what is a USP?
A Unique Selling Proposition (USP) is a statement that describes how your product, service or company is different and hopefully better than your competitions.
Historically, global brands have presented USPs in their slogans or expressed them in their positioning statements to make themselves more valuable to their customer group. You may have heard of theses famous examples:
“Trusted to deliver excellence; like nothing else on earth”
“When it absolutely, positively has to be overnight”
“We give a new pair of shoes to a child in need for every pair you purchase”
How do you establish yours?
Being ‘unique’ is rarely a strong USP and rarely true. Therefore, you must put your focus on an aspect which your desired customer cares about, otherwise your messaging won’t be nearly as effective. A compelling USP should:
Remember you’re still here to sell!
Just as Relationship Marketing is as much about the marketing as is it about the relationships, the same applies for creating a Unique Selling Proposition; it’s a form of differentiation that needs to be built around selling more products and services, not just to make your business into a quirky brand that stands out but can’t get traction.
Would you like more help establishing your USP? At Air Marketing Group we help our clients form and execute USPs that really resonate with their desired customers, deliver rewarding ROI and differentiate their business in the market place. To get the most out of your USP contact our experienced team today: firstname.lastname@example.org or phone 0345 241 3038.