The origin of USP comes from a man named ROSSER REEVES who was considered the "high priest of hard sell." He was an advertising agency chairman back in the 60's. He wrote a book titled, "Reality in Advertising" that became very popular. It was translated into 28 languages. He introduced and defined the concept called Unique Selling Proposition.
Why do i need a UNIQUE SP? you may ask.
You do because it differentiates, distinguishes, and give you (your small biz.) advantage over everyone in your market place. To be successful in small business you don't have to be the best, you just have to be UNIQUE. For small businesses Avoid a "Me Too" kind of biz. it rarely survives.
When a customer thinks of your product or service, your name must be the first one that pops into her mind. This however explains the need why you should make your USP 'CRYSTAL CLEAR', SPECIFIC and MEASURABLE. It helps create a real and perceived advantage in your prospect's mind. For example; Domino's made a very bold guarantee that if they didn't deliver your pizza within 30minutes of ordering, it would be free of charge. Challenging i guess...
Creating your USP
First identify which needs are going unfulfilled within either your industries or local market. These are called "performance gap". Be bold in creating your USP, but be careful to ensure that you can live up to your USP. Having a USP you can't live up to is suicide!
Integrating your USP
Integrate it into everything you do. Repeat it clearly and consistenly in every forms of your commercials, sales presentation, walls of your business, business card, etc.
Remember, you can't over-do or wear out your USP, especially if it's powerful. It starts with knowing the wants, fears, problems, and needs of your target market and ends by crafting a message that speaks to those problems in a compelling and believable way.
Result.... Your prospect wants to know more!
Thanks for your time.
nicheTEAM (TM)
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