As a regular reader of Tuesday Tips and our Power Marketing blog, hopefully you’ve been discovering a wealth of useful strategies pertaining to your marketing endeavors. It’s very important, however, before you focus on any specific area you identify one very crucial concept. Without this, you can never truly maximize your marketing efforts, empowering them to reach their full potential. What is this all important topic that is so vital to properly marketing your product or service?
In order to focus your strategy with pinpoint accuracy you must define your Unique Selling Proposition (USP).
What Is A USP?
In order to best answer this question and help you define your business’ USP, it’s important to know
Your USP is not………
- ….a catchy phrase.
- ….a slick slogan.
- ….a cute jingle.
Your USP is………….
- …..customer centric rather than company centric.
- …..able to quickly resonate and align with your customer’s perceptions.
- …..something your business focuses on that competitors don’t.
Examples of Immediately Identifiable Unique Selling Propositions
Can you identify the products and services by the following USPs?
“The nighttime, coughing, achy, sniffing, stuffy head, fever, so you can rest medicine.”
“15 minutes could save you 15 percent or more on car insurance.”
“The milk chocolate melts in your mouth, not in your hands.”
“When it absolutely, positively has to be there overnight.”
How Can You Define Your USP?
Yes, it can be scary and complicated identifying your Unique Selling Proposition, but luckily we are here to help! By answering the following questions you can peel away the clutter and reveal what makes your product or service totally unique.
Who Is Your Ideal Customer?
What Problem Does Your Product Or Service Solve?
What Are Your Biggest, Most Distinctive Benefits?
What Promise Are You Making To Your Customer?
Now that you have identified your USP, it’s time to lay the next marketing brick; a well-crafted logo to visually represent your USP. Make sure you join us for our next article when we discuss how important this one vital graphic is to your company.
Oh….if you were wondering about the examples above, in the event that somehow you’ve missed these brilliant advertising campaigns, you can find them listed below.
NyQuil, GEICO, M&M’s and FedEx.