Today we are going to talk about a USP. Jen Bajackson from Stable Solutions, LLC recently asked for me to do a post on it and since it deals very close to my theme of marketing I thought it would be a great time to delve into this topic. Believe it or not Entrepreneur online magazine has a definition of a unique selling proposition. Unique Selling Proposition (USP) Definition: The factor or consideration presented by a seller as the reason that one product or service is different from and better than that of the competition.
U: So of course your USP has to be unique. It needs to set you apart and make you different and a better choice then the rest of your competition.
S: It needs to help persuade the customer to do business with you. The goal is to sell your product or service for their currency.
P: It all starts with the proposition that you place before a potential customer.
The most important thing in a USP is to include the benefits that the service can provide to the customer. Use emotion and comfort in your USP. Can your service/product solve their problem, or improve their life?
Here are some USP’s that most of us know.
- “30 minutes, or it’s free” (Domino’s Pizza)
- “Melts in your mouth, not in your hands” (M&Ms)
- “Guaranteed. Period.” (Land’s End)
- “Reads like paper with no glare, even in bright sunlight” (Amazon Kindle)
So as you can see your USP doesn’t have to be long. It just has to convey what makes you special and better then everyone else out there.
Share your USP’s with me in the comments section.