6 Keys To Developing Your USP
Developing your USP (Unique Selling Proposition) is critical to achieving marketing success. It tells prospects why they should buy from you. But more importantly, it positions you above the crowd, makes more sales, creates a vastly bigger client base, and results in vastly superior profits.
Here are 6 key areas you have to clarify to generate an effective USP:
1. Just what it IS you do, that the others don't. Note: It need not NECESSARILY be superior to what they do ... just different and relevant. If it's better, great. But market shares have been won by "projecting" a difference ... even a perceived difference. I don't me3an by that, misrepresentation. Just, repositioning your image away from the crowd.
2. Be VERY clear on what it is they WANT, and work out the best way, the most appealing way, to give it to them.
3. TELL your customers and prospects what you're doing for them that's special ... and WHY it is good for them. For example ... a neater clean cut appearance that makes you feel good to live in a your home surrounded by a nice lawn, a healthier lawn because of the advice and problem monitoring freely given, and the action taken ..All up, an incredible attention to detail...
4. In a successful business, your customer feels the most important person in your life at that moment --- that THEY are the reason for your being in business ... your success. Discover how to communicate that.
5. Be prepared to absolutely GUARANTEE everything you do. You'd even go out and replace turf if you damaged it while mowing... Or you'd jump out of bed at three in the morning to solve an equipment problem if you had to ... and not charge penalty rates. (Those occasions are possibly so rare, you'll probably never miss a wink-but the extra business you'll get from your offer! ... ).
... And finally, a powerful force. Work out every way possible to "go the extra mile" in putting together your offer of service...
6. Come up with as many EXTRA services and unique touches as you can, and build them into your package.
We did this exercise with a client just recently ... in a business not unlike a lawn mowing service ... and came up with a veritable "powerhouse" of extras ... a shopping list of offers. NOT just discounts ... but little bonus offers that can be built in for virtually no cost. When you think about it, there are many things YOU have access to at little real cost to you, that are valuable to the prospect. The advertising we've done for our "real life" project, soon to be launched, is SO tantalizing, SO valuable, so DIFFERENT, SO logical (not overselling, just welcome bonuses), and so relevant, the competition are in for a shock. And that's just stage one...
Posted January 31, 2005
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