Tags |
|
|
Links |
|
|
Added for You - Creating Your Unique Selling Proposition or USP
You know who you are. You hate your job. Every week you whine and moan to a few select co-workers, your spouse, or your friends. You’ve been working there for years and you’ve been whining for years and fortunately for you, there’s enough turnover at the company that, since you do your job decently, you’re fairly golden. Or golden enough.But somewhere along the line you decided you needed a change. So every few months, you pop onto Monster.com or CareerBuilder.com, f
You get the idea…
Now once you've generated your Unique Selling Point, there are then two MAJOR factors you must remember and commit to. Number 1) you must LIVE UP to your USP, you most honour it. It's no good offering, say, a money back guarantee, and then not actually going through with it. Number 2) use your USP in every aspect of your marketing material – literally scream it from the rafters. Include your USP in your brochures, direct mail, emails, website etc.
It's surprising how many business owners will spend more time (and money) deciding how their company logo should look, as opposed to working on something as crucial as their Unique Selling Point.
Put it this way, when did a company
The Small Business Association states that over 90% of businesses fail within their first year of operation and a greater portion of those enterprises still in business unfortunately cease to exist within just three short years. The birth of the Zippo Lighter effectively summarizes just how hard business success is to obtain and George G. Blaisdell, the founder of Zippo can only be sumarized as a business inspiration for all entrepreneurs!George G. Blaisdell’s adolescent
"Don't tell them what you do. Tell them what you do for them.”
To capture a larger market share and remain profitable, you absolutely, positively need to distinguish your products and/or services from your competitors. In other words, you need to make your business special in the eyes of your clients: You need to create a Unique Selling Proposition, or USP.
So what is a USP?
Simply put a USP is that one distinct idea that sets you and your business apart from your competitors. Or put bluntly it's your response to the question “Why should I buy from you?”
The competition out there is relentless and the chances are you already work in a very diluted business sector. So, what is going to make you stand out, what is going to get your business get noticed?
What's the one clear and overriding reason why I should do business with you?
I'm looking through the Yellow Pages, visiting your website, reading your letter, so tell me, “Why the hell should I buy from you?”
Don't say, “because we offer great customer service”, or “we offer a service that's at a price right for you” – don't we all?! Think about what makes you unique – what's the one thing that your business offers, something so compelling that I'm going to contact you and nobody else?
Why should I, your prospect, choose to do business with you versus any and every other option available to me in your category?
Deciding on your Unique Selling Proposition can take time, and perhaps you don't know what it is… Yet. If this is the case, then I have three powerful ways that you can use to generate your USP.
Firstly, ask yourself these questions:
• What is my business really good at?
• What aspect of my business is totally unique?
• What do I provide that no other competitor does?
Secondly, ask someone else. Ask a client why they use you – what is it about company that they like? This can be extremely revealing, as very often their objective view point can turn up something very different from your own perceived USP.
Thirdly, imagine you're the customer. Come up with a reason to do business with your company, and then ask yourself ‘So what?' Keep asking yourself this question until you've generated something very unique and special.
For example, let's imagine you run an accountancy firm, the conversation could go something like this...
Why should I do business with you?
- Because we offer a great service.
So what?
- Well… Because we understand the needs of local businesses.
So what?
- Well… Because our work is second to none. We offer an extremely professional and accurate service.
So what?
- In fact we believe our work is so good, we offer a full money back guarantee if your not satisfied. In fact , you could say we're 100% accountable to our clients.
You get the idea…
Now once you've generated your Unique Selling Point, there are then two MAJOR factors you must remember and commit to. Number 1) you must LIVE UP to your USP, you most honour it. It's no good offering, say, a money back guarantee, and then not actually going through with it. Number 2) use your USP in every aspect of your marketing material – literally scream it from the rafters. Include your USP in your brochures, direct mail, emails, website etc.
It's surprising how many business owners will spend more time (and money) deciding how their company logo should look, as opposed to working on something as crucial as their Unique Selling Point.
Put it this way, when did a company
Today’s organizations are struggling with the fast pace of change. In spite of the massive amount of words that have been written on managing change, many organizations still seem to be going backwards. There are some simple yet powerful lessons to be learned from thought leaders of the past.Isaac Newton was a giant in the field of physics. We can all remember him from our school days as the genius that discovered the law of gravity. The picture of an apple falling from a
What's the one clear and overriding reason why I should do business with you?
I'm looking through the Yellow Pages, visiting your website, reading your letter, so tell me, “Why the hell should I buy from you?”
Don't say, “because we offer great customer service”, or “we offer a service that's at a price right for you” – don't we all?! Think about what makes you unique – what's the one thing that your business offers, something so compelling that I'm going to contact you and nobody else?
Why should I, your prospect, choose to do business with you versus any and every other option available to me in your category?
Deciding on your Unique Selling Proposition can take time, and perhaps you don't know what it is… Yet. If this is the case, then I have three powerful ways that you can use to generate your USP.
Firstly, ask yourself these questions:
• What is my business really good at?
• What aspect of my business is totally unique?
• What do I provide that no other competitor does?
Secondly, ask someone else. Ask a client why they use you – what is it about company that they like? This can be extremely revealing, as very often their objective view point can turn up something very different from your own perceived USP.
Thirdly, imagine you're the customer. Come up with a reason to do business with your company, and then ask yourself ‘So what?' Keep asking yourself this question until you've generated something very unique and special.
For example, let's imagine you run an accountancy firm, the conversation could go something like this...
Why should I do business with you?
- Because we offer a great service.
So what?
- Well… Because we understand the needs of local businesses.
So what?
- Well… Because our work is second to none. We offer an extremely professional and accurate service.
So what?
- In fact we believe our work is so good, we offer a full money back guarantee if your not satisfied. In fact , you could say we're 100% accountable to our clients.
You get the idea…
Now once you've generated your Unique Selling Point, there are then two MAJOR factors you must remember and commit to. Number 1) you must LIVE UP to your USP, you most honour it. It's no good offering, say, a money back guarantee, and then not actually going through with it. Number 2) use your USP in every aspect of your marketing material – literally scream it from the rafters. Include your USP in your brochures, direct mail, emails, website etc.
It's surprising how many business owners will spend more time (and money) deciding how their company logo should look, as opposed to working on something as crucial as their Unique Selling Point.
Put it this way, when did a company
The lines are blurring between segments - we've seen fast-casual and full-service restaurants with drive-thrus begin to challenge the competitive advantage traditional quick-serves once had. Taking a diversion from the usual focus of this column on training and service, let’s look at what you can do outside to bring more customers inside.Get online. Make it even easier for customers to get their meal from you. If you can minimize the ordering process at the unit, you
Deciding on your Unique Selling Proposition can take time, and perhaps you don't know what it is… Yet. If this is the case, then I have three powerful ways that you can use to generate your USP.
Firstly, ask yourself these questions:
• What is my business really good at?
• What aspect of my business is totally unique?
• What do I provide that no other competitor does?
Secondly, ask someone else. Ask a client why they use you – what is it about company that they like? This can be extremely revealing, as very often their objective view point can turn up something very different from your own perceived USP.
Thirdly, imagine you're the customer. Come up with a reason to do business with your company, and then ask yourself ‘So what?' Keep asking yourself this question until you've generated something very unique and special.
For example, let's imagine you run an accountancy firm, the conversation could go something like this...
Why should I do business with you?
- Because we offer a great service.
So what?
- Well… Because we understand the needs of local businesses.
So what?
- Well… Because our work is second to none. We offer an extremely professional and accurate service.
So what?
- In fact we believe our work is so good, we offer a full money back guarantee if your not satisfied. In fact , you could say we're 100% accountable to our clients.
You get the idea…
Now once you've generated your Unique Selling Point, there are then two MAJOR factors you must remember and commit to. Number 1) you must LIVE UP to your USP, you most honour it. It's no good offering, say, a money back guarantee, and then not actually going through with it. Number 2) use your USP in every aspect of your marketing material – literally scream it from the rafters. Include your USP in your brochures, direct mail, emails, website etc.
It's surprising how many business owners will spend more time (and money) deciding how their company logo should look, as opposed to working on something as crucial as their Unique Selling Point.
Put it this way, when did a company
In part 1 you saw the root causes of disharmony in teams. In this part, you will find some simple in-house steps that you can use to build the coherence of your team, increasing motivation and productivity, whilst making your job easier! Value the staff in your department or management group. Treat them with respect and communicate with them.Value through actionValuing your staff through action is much more effective than just telling them. One Boss I knew used to
For example, let's imagine you run an accountancy firm, the conversation could go something like this...
Why should I do business with you?
- Because we offer a great service.
So what?
- Well… Because we understand the needs of local businesses.
So what?
- Well… Because our work is second to none. We offer an extremely professional and accurate service.
So what?
- In fact we believe our work is so good, we offer a full money back guarantee if your not satisfied. In fact , you could say we're 100% accountable to our clients.
You get the idea…
Now once you've generated your Unique Selling Point, there are then two MAJOR factors you must remember and commit to. Number 1) you must LIVE UP to your USP, you most honour it. It's no good offering, say, a money back guarantee, and then not actually going through with it. Number 2) use your USP in every aspect of your marketing material – literally scream it from the rafters. Include your USP in your brochures, direct mail, emails, website etc.
It's surprising how many business owners will spend more time (and money) deciding how their company logo should look, as opposed to working on something as crucial as their Unique Selling Point.
Put it this way, when did a company
GREAT INTERVIEWS GET THE JOBIt can be easy to convince ourselves that the job interview doesn’t matter so much, as long as our resume is outstanding, our dress is impeccably professional, and that we are nice people. After all, nice people do win in the end, don’t they? Unfortunately, this couldn’t be further from the truth. Even though the resume, attire, and likeability factor all play a part in an employer’s decision to hire someone, the answers that you provide
You get the idea…
Now once you've generated your Unique Selling Point, there are then two MAJOR factors you must remember and commit to. Number 1) you must LIVE UP to your USP, you most honour it. It's no good offering, say, a money back guarantee, and then not actually going through with it. Number 2) use your USP in every aspect of your marketing material – literally scream it from the rafters. Include your USP in your brochures, direct mail, emails, website etc.
It's surprising how many business owners will spend more time (and money) deciding how their company logo should look, as opposed to working on something as crucial as their Unique Selling Point.
Put it this way, when did a company logo last sell a service? Or put it another way, how much will it cost you to develop a Unique Selling Point? NOTHING. And how much income could this one concept generate for you? Maybe… TENS of THOUSANDS.
HTTP = HTML link (for blogs, profiles,phorums):
<a href="http://www.added4u.com/article/29427/added4u-Creating-Your-Unique-Selling-Proposition-or-USP.html">Creating Your Unique Selling Proposition or USP</a>
BB link (for phorums):
[url=http://www.added4u.com/article/29427/added4u-Creating-Your-Unique-Selling-Proposition-or-USP.html]Creating Your Unique Selling Proposition or USP[/url]
Related Articles:
How To Catch The Eye Of The Gen Y
Bookmark it:
|