Unique Selling Propositions: What are yours?
NEVER LOSE sight of the fact that a prospective client doesn’t care two hoots about you. There is only one thing he wants to know — “What’s in it for me?”
When you advertise or promote your business, you need to do the hard work for your prospective customer. You need to make it loud and clear what it is about you, your company, your products and services, that sets you apart from the rest.
In short, you need to tell them your Unique Selling Proposition (USP). This term came I think, from advertising legend Robert Ogilvy (if it wasn’t him, it will have been one of the other greats around at the time).
USPs work a lot like logos. “It’s finger-lickin’ good,” says Kentucky Fried Chicken’s USP. “Melts in your mouth, not in your hands,” promises M&Ms.
A USP shapes and reinforces your company’s brand and identity. It says what’s different about you from all the rest.
How to Create Your Own USP
Ernest Hemingway said he could write a story in 6 words. “For Sale. Baby Shoes. Never Used”.
That certainly conveys a message. Your USP does the same thing. In very few words it tells the story of your business.
First: Your Mission
To get started writing your USP, grab blank paper and a pencil. If you’ve got a business plan, whip out your Mission Statement. Can you distill its essence down to one line? Maybe not, but it’s a good place to look for inspiration. The USP for Eureka! Packs & Tents gives a lot of company history: A Century of Trust. 100 Years of Fun.
What’s the Big Deal?
Your USP will rise above the rest when it separates you from your competitors. There are lots of car makers, but only one — Jaguar — is “the perfect blend of art and machine.” Jaguar delivers on that promise with big engines and fine wood and leather interiors. They’re not trying to say they’re like Volvo.
It helps to have a USP that tells the truth and promises only what you can really deliver. Just imagine if M&M’s actually melted in your hands!
Keep It Short!
Think Hemingway, not Dostoevsky. USPs for the Net are generally shorter than USPs for print media and more like USPs for radio and TV, like Visa’s slogan, just five words: “Everywhere you want to be.” Rule of thumb: No more than one line of type.
Once you have their attention you can then elaborate on your theme.
Until next time… Onwards and Upwards!
If you have any questions about the new Social Media Chain web traffic method, give John a call 0414 955 743 – advice is totally free of charge.