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The Unique Selling Proposition - USP

Nov 28, 2007
Well, in this article, I'd like to get you familiar with the concept of a USP.

What's that, you ask? Well, a USP is a Unique Selling Proposition. You may have heard it expressed before as a unique buying advantage, unique value proposition or any other number of ways

But basically, a USP is an attempt to express the uniqueness of your business in a single statement. It can be a promise no one else makes. It can also be a unique benefit that applies only to your product or service. Either way, it serves to differentiate you from your competition.

To sum it up, it's a one to two sentence phrase (or it can be a concept) that clearly lets your customers know why they should buy your product over your competitor's products.

Sounds obvious, but think about it. Why should your customers buy from you and not someone else? You need a good reason; otherwise, your lack of one will indicate that you are merely jumping around shouting "buy mine", "buy mine" just like virtually everyone else out there (no wonder very few businesses ever make it to their 5th year).

Your USP should spell out exactly what your major benefit is. What will your product or service do for the prospect if he or she buys?

Whatever you are selling, think of its best benefit. Turn that into a phrase and you will have your USP. If you can twist the phrase in a way that makes you appear different than your competitors that's even better. Remember, you want to focus on your unique appeal.

You want to cement that benefit or promise to your product or service. And you want this benefit to be important enough to get consumers clamoring to buy from you.

Here are the basics to a profit pulling USP:

-Your USP should set you apart favorably.

-Your aim is to try to fill an obvious void in the marketplace.

-Your positioning should set you apart from your competition.

In the process, it should get prospective customers excited about your product or service.

Having a USP helps make you look like you are on the customer's side and not just out to prey on unsuspecting passer bys. Instead of raving how you're number 1 (like everyone else), you can appeal to their benefits.

Prospective customers really don't care how great your company is (especially if that's coming from you) or how long you've been in business. They want to know what's in it for them. What benefits will they get if they buy from you instead of your competition? That's your USP. What sets you apart from your competition?

When people think of what you sell or have to offer, you want them to think of you.

I hope this gets you thinking about how you can apply a USP to your business.
About the Author
AL MENDOZA has been doing Internet Marketing since 1998 and earns his living 100% online. Mr. Mendoza has authored several publications and ecourses. He is the CEO of MarketingThinkbox.com
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