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Top 10 USP's (Unique Selling Propostions)

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A Unique Selling Proposition distinguishes a business apart from all others. And instead of competing you eliminate competitors with a well conceived USP.

Published in: Business, Technology
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Top 10 USP's (Unique Selling Propostions)

  1. 1. Rick Osbourne… <ul><li>Managing Editor </li></ul><ul><li>Editor at Large </li></ul><ul><li>Copywriter </li></ul><ul><li>Freelancer </li></ul><ul><li>Professional Word slinger </li></ul><ul><li>And…A Hired Pen </li></ul><ul><li>The Top 10 Characteristics of a… “Unique Selling Proposition” </li></ul>
  2. 2. Marketing Guru Al Robinson Says… <ul><li>“A USP is a Deep Seeded Identity Check to see how well you understand your customer, your business, and the position of your business within the market in which you’re competing.” </li></ul>
  3. 3. Al Rob Continues… <ul><li>“ It’s an attempt to understand your business so well that, given the opportunity, you can tell any listener exactly who you are, and what you do, in such a way that they can’t help but want to know more about you and your business.” </li></ul><ul><li>So it’s usually not easy or on the surface. You have to dig for it. </li></ul>
  4. 4. In Short, A USP Is A Very Special Way To Answer The Question… <ul><li>What Do You Do For A Living? </li></ul>
  5. 5. Dalton McCrary… <ul><li>Dalton’s Guaranteed Straight Shootin’ Golf </li></ul><ul><li>“ I Teach People How To Hit a Golf Ball as Straight as They Can Point , or the Lesson’s FREE , and I Give Them $25 For Wasting Their Time…” </li></ul>
  6. 6. 1. What a USP is NOT! <ul><li>Mission Statement </li></ul><ul><li>Meaningless Slogan </li></ul><ul><li>Sales Pitch </li></ul><ul><li>We’re the biggest, </li></ul><ul><li>We’re the best, </li></ul><ul><li>We’ve been in business the longest </li></ul><ul><li>We care the most… </li></ul>
  7. 7. The “Who Cares” Test… <ul><li>Try Your USP on Anyone </li></ul><ul><li>If They Answer “Who Cares?” </li></ul><ul><li>It’s NOT A USP!!! </li></ul>
  8. 8. 2. A USP Distinguishes You… <ul><li>Makes You Stand Out From the Pack </li></ul><ul><li>Raises the Bar to a Level Only You Can Reach </li></ul><ul><li>Puts You in a League of Your Own </li></ul><ul><li>And a USP Helps You Achieve Your Goals </li></ul>
  9. 9. 3. A USP is Short and Sweet… <ul><li>It Summarizes </li></ul><ul><li>It’s the Headline in a Feature Story </li></ul><ul><li>It Grabs People’s Attention </li></ul><ul><li>Stops Them in Their Tracks </li></ul>
  10. 10. 4. And Causes Reactions Like… <ul><li>How do you do that? </li></ul><ul><li>Tell me more. </li></ul><ul><li>How can I get more info on that? </li></ul><ul><li>What’s your web site? </li></ul><ul><li>What does your schedule look like? </li></ul><ul><li>Can I make an appointment…NOW? </li></ul>
  11. 11. 5. A USP Focuses On… <ul><li>A Customer’s WANTS , A Customer’s DESIRES … </li></ul><ul><li>Not His NEEDS </li></ul><ul><li>Find Out What a Customer Wants </li></ul><ul><li>And Get it for Them </li></ul>
  12. 12. 6. A USP Translates… <ul><li>Features Into… </li></ul><ul><li>BENEFITS!!!! </li></ul><ul><li>Answers the Question </li></ul><ul><li>What’s In It For Me? </li></ul><ul><li>Ponds…For Example </li></ul>
  13. 13. 7. Marketing Guru Dan Kennedy… <ul><li>A USP answers the question “Why should I choose to do business with you, over all the other choices I have, which includes the choice of doing nothing at all?” </li></ul><ul><li>…QUICKLY! </li></ul>
  14. 14. Guess Who’s USP…a Quick Test <ul><li>We deliver fresh hot pizza to your door in thirty minutes or less, or the pizza’s FREE! </li></ul><ul><li>If it absolutely, positively has to get there overnight… </li></ul><ul><li>We Always Sell For Less. </li></ul><ul><li>We Immunize kids against obesity for a lifetime without pills, shots, or diets. </li></ul>
  15. 15. 8. A USP is Flexible… <ul><li>Lends itself to Repackaging </li></ul><ul><li>And can be Repeated Over and Over </li></ul><ul><li>Hammering Your Message Home </li></ul><ul><li>So it’s REMEMBERED by your customers </li></ul>
  16. 16. 9. Challenges Anyone to Match It! <ul><li>It’s OK to be OUTRAGIOUS, But… </li></ul><ul><li>You’d better be able to back it up! </li></ul><ul><li>It doesn’t just COMPETE (we’re the best), it Eliminates (we’re the only )… </li></ul>
  17. 17. 10. Marketing Guru Jeff Paul… <ul><li>“ We’re not only the best at what we do, but we’re the ONLY ONES who________ . </li></ul>
  18. 18. Example # 1 <ul><li>We’re not just the best pond builder in town, but we’re the ONLY builder who’s IPPCA (NAPP, or CAC) Certified. </li></ul>
  19. 19. Example # 2 <ul><li>We’re not just the best pond builder in town, but we’re the ONLY builder who offers a no hassle, money back guarantee on all our work ! </li></ul>
  20. 20. Example # 3 <ul><li>We’re not just the best pond builder in town, but we’re the ONLY builder who concentrates 100% on Pond Building. </li></ul>
  21. 21. Example # 4 <ul><li>We’re not just the best pond builder in town, but we’re the ONLY builder who supports local education with an annual Ponds for Kids event at a local school. </li></ul>
  22. 22. Example # 5 <ul><li>We’re not just the best pond builder in town, but we’re the ONLY builder who hosts a local water gardening club where our customers network with other pond enthusiasts and grow their knowledge. </li></ul>
  23. 23. Example # 6 <ul><li>We’re not just the best pond builder in town, but we’re the ONLY builder who charges a consultation fee. You see, we’re pond pros, not amateurs. </li></ul>
  24. 24. Example # 7 <ul><li>We’re not just the best pond builder in town, but we’re the ONLY builder who offers a POND SITTING SERVICE when you go on vacation. </li></ul>
  25. 25. Example # 8 <ul><li>We’re not just the best pond builder in town, but we’re the ONLY builder who keeps our clients up to date and informed with a monthly newsletter. </li></ul>
  26. 26. Example # 9 <ul><li>We’re not just the best pond builder in town, but we’re the ONLY builder who stays current by attending pond classes every year. </li></ul>
  27. 27. Example # 10 <ul><li>We’re not just the best pond builder in town, but we’re the ONLY builder who does a BREAK EVEN ANALYSIS Every Week, So You Know We’ll Be Around Next Year and the Year After to Make Sure You Have What Ever You Need for Your Pond! </li></ul>
  28. 28. What If I Can’t Think Of Any USPs? <ul><li>STEAL One or More of the Ones We’ve Listed Here and Make ‘Em Your Own </li></ul><ul><li>Then Tell Your Customers About ‘Em </li></ul><ul><li>Over and Over Again </li></ul><ul><li>So They Know Precisely What Sets You Apart From the Rest of the Pack. </li></ul>
  29. 29. How About More Than One? <ul><li>The More the Merrier </li></ul><ul><li>It’s Impossible to have too many USP’s </li></ul><ul><li>List them out and blow your clients away </li></ul><ul><li>Build Your Marketing Around Them </li></ul>
  30. 30. Example ######## YOU <ul><li>Audience Examples…Let’s hear from YOU! </li></ul>

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