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Tips For Crafting Your USP: Unique Selling Proposition

Aug 18, 2007
Anyone who has started a business will tell you that the most important part of the process is to market your business well. You could offer the best service around, but nobody will buy it from you if they don't know you exist. So the marketing you do should have the purpose of reaching as many people as possible, and giving them information that will stick with them. Therefore, next time they need your service, your company's name will come up in their head as a possible candidate.

A unique selling proposition (or USP) is a marketing concept that will work for any business if pulled off correctly. The idea is this: if you took your marketing material and switched your name with a competitor's name, would everything still apply? If you have a USP, this won't be the case, and you will be a unique and successful business.

First, you need to seriously analyze your business, and figure out what is so great about it. Why should people buy your service instead of going to a competitor? You need to give your marketing target a good reason. You should make some sort of promise in your USP, explaining how exactly you will make the lives of your clients improve. The bolder or more helpful the statement, the bigger impact you will make on the reader. Therefore, you should be as bold and daring as possible. Just make sure to be honest, and be sure that you are able to fulfill everything that you promise.

Once you've figured out the best thing that your business can offer, you need to phrase it in a way to sell it as best as possible. First, you need to make it clear that by buying your product or services, your client will get a very real and tangible result or reward. Again, it should be a unique result that is not offered by your competitors, and not just a small insignificant detail. Don't tell how exactly you are going to accomplish this - the statement should be extreme and vague enough to inspire wonder in your potential customer, causing him or her to say I wonder how they plan to do that!

The concept of the USP has been around for decades, and it is a very solid marketing concept. It is fairly hard to apply to modern businesses, since almost everything is offered by at least someone. But if you can think of a way that your business stands out from the rest because of its services, then you may be able to devise a good working USP.
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