Ian Mackenzie's Business Blog – Australia

Your USP must be short enough to convey into no more than 30 seconds. Alot of guru’s call this your elevator pitch. If someone in an elevator asked you what you do, you need to be able to convey your marketing message to them before the elevator stops.

Below, are 10 points your Unique Selling Propostion *USP* must answer to be commerically successful.

1. It Boldly Telegraphs the Promise of Big Benefits for the Customer
2. It Claims You are Unique and Dramatically Different
3. Being Focused, It Doesn’t Try to Appeal to Everyone
4. It Addresses the Important, Relevant Customer Concerns
5. It is Short and Simple, Concise, Memorable and Easy to Communicate
6. Interesting or Exciting, it Grabs Attention
7. It has the Seal of Credibility since its Believability is Self-Evident
8. Persuasive, Motivating and Compelling, It Prompts Customers to Act
9. It Penetrates All Aspects of Your Business, Which Totally Support It
10. It Must be Economically Feasible so that it can Support a Business

Examples

Product USP

• A shampoo and conditioner for “swimmer’s hair”
• Microwave dinners that kids can make for themselves
• Computer screens with 15% more color resolution and 24% less radiation
• A car whose global positioning unit comes as standard equipment.
• A time management seminar for career women with families
• Lightweight flashlights made of high tensile aluminum that can withstand any impact and last forever
• A home toolkit for the woman who does everything herself
• Light bulbs that shine 53% brighter, last 30% longer than competing brands, and use 10% less energy
• “Vedic grade” colored gemstones of the rarest colors, clarity and quality that are good enough to change your astrological fortune
• A French language course that involves your emotions so that you learn more words quicker and have higher recall
• A pair of hiking shoes guaranteed for life
• Toll free technical support with a live, in-the-country person
• A cruise ship for hire where the only affair aboard the yacht is yours
• A coffee maker that uses no hassle, prepackaged gourmet coffee pads
• A European shirt ironing device whose “results amaze even professional launderers”
• A steam iron that incorporates a special anti-crease agent cartridge
• An electric shaver that incorporates shaving gel
• A safe running show with blinking lights in the heel so that people will see you in the dark

Examples of business USPs

• Private Investigator: “We’ll find the person you’re seeking for a flat fee or double your money-back.”
• Podiatrist: “Free foot exam.”
• Vocational School: “87% of our students get higher paying jobs within 3 months of graduation.”
• Dentist: “Painless tooth care for kids who can watch entertaining movies while we make sure they maintain their healthy smiles.”
• Accountant: “We’ll get you every possible legal tax deduction and if you are ever challenged, we’ll sit with you and defend you for free.”
• Home Security: “Systems designed and installed by a team of ex-policemen.”
• Cosmetician: “I’ll do a beautiful job because your face is my fortune.”
• Nutritionist: “I teach you how to behave in front of food and shed excess pounds through non-toxic herbal formulas.”
• Weight loss Centre: “We’ll help you lose 10 pounds in 10 weeks or double your money-back.”
• Feng shui Consultant: “With a few simple changes of rearranging furniture or using new colors, I help you create a new energy flow in your  home that brings greater health, romance and prosperity into your life.”
• Refrigerated Trucking Business: “The UPS of refrigerated trucking.”
•  Jeweler: “We keep track of birthdays and anniversaries in our computer so that you’ll never forget your wife.”
• Contractor: “We use materials that will save you 40% on your heating bill”
• Real Estate Agent: “Our 5-step marketing plan will sell your house in 30 days or the fee is reduced by a quarter point at closing.”
• Travel Agent: “One call does it all – we’ll handle everything for you, even the tiny details.”
• Packaging Company: “Environmentally friendly, biodegradable packaging that surpasses the US FDA standards.”
• Commercial Photographer: “Digital photography with instant approval of the shots that let’s us shoot the picture YOU want.”
• Dance Studio: “Without laughter or embarrassment, learn 5 new dance steps in 2 months time, painlessly.”
• Comedian: “I’m a convention comedian who can raise spirits and bring smiles and laughter to the faces of employees just when you need it most.”

I decided to write my first blog post on something that is fundamental to every business, but very often the time isn’t taken to get it perfect.

I’m talking about your “Unique Selling Proposition” (USP).  Your USP is a precise statement (often fine tuned over the life of your business) of why your company is greater value to the client, more than any other retailer or service provider.

It should answer the following question…

“Why should I do business with you VERSUS any or all of your competitors?”

One of the very best & most successful USP’s of all time is that of Domino’s Pizza. “Fresh, hot pizza delivered in 30 minutes or less. Guaranteed.”

Very simple, very effective.  Very important point, don’t over complicate your USP.  You can dominate your market by finding the “opportunity gap” and going for it! 

Think about why your clients come to you, whats missing in your industry, what your doing that most arent.  Don’t just have your USP in your head, put it in writing, keep it simple, and don’t waste a single word.

Still struggling writing your first USP?

• Price – Are you the cheapest?  Will you beat competitors prices?
• Operating Hours – Open 24/7? 7 days a week?
• Niche – Really niched in your products or the service you provide?
• Quality – Do you only offer the high end brands?

Remember, your USP is vitally important to your business and will become a great marketing tool with advertising and when promoting your business to other.