If you are currently operating a marketing plan without the strongest USP that you can create, then you are leaving thousands of dollars and new customers on the table. The unique selling proposition is the biggest promise that you can make to your customers. It will set your business apart from everything else in your niche and provide your customers with a consistent sales message. Read on to find out how you can give your marketing plan a total USP makeover.
Start with your current statement. Are you making the same bland statements that the rest of your industry is using, or are you re-hashing statements that seem to come straight out of a car ad, such as "quality comes first," or "a leader in innovation," or maybe "we care about our customers." If you have anything like this in your unique selling proposition then you need a complete makeover.
Remember that this is the single, biggest promise that you can make to your customers. You are going to show them EXACTLY what you are going to do for them and how you will treat them. Also included will be the way that you are different from everyone else in your industry. That is where the word unique comes from. You don't have to be different from EVERY business out there, just different from the businesses in competition with you.
In order to develop you perfect USP, you need to look at the reason why your customers come to you. Survey your top customers and find out what makes you the best. What is the biggest promise that you can make and keep consistently? Answer the question: Why should someone do business with you versus any and all other available options, including doing nothing at all? If you can answer that, then you almost have a guaranteed-perfect USP.
Once you have your new unique selling proposition, you need to make sure it permeates every area of your marketing, from the way you answer the phone, to the look of your website. No matter which direction your customers first contact your business, they need to receive a consistent message. Every time the customer comes into contact afterwards, that message is hammered home over and over. This is where you are going to shine. Once that USP is engrained in the customer's mind, the next time they have a problem that your business can solve, who do you think is going to be the first person they call?
Joshua Black is the developer of the Ultimate USP Creator, a training course and software program all designed to create a Unique Selling Proposition for your small business. Download the course here: http://www.UltimateUSPCreator.com
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