HOUSTON, TX - This holiday season, I thought I'd give my readers a gift: Marketing guru David Frey has graciously agreed to let me publish his fantastic primer on the most important marketing concept ever: The Unique Selling Proposition. All marketers should understand this concept. This is the second installment (of three), and I encourage you to visit David's website, MarketingBestPractices.com
PART TWO: Be Specific!
How many small businesses do you hear saying, 'The Best Selection in Town' or 'Service with a Smile.' I have to tell you that these phrases are worn-out, tired renditions of a 'me too' business. Be specific with your USP. When Domino's stated that your pizza would be, (1) fresh, (2) hot, and (3) delivered within 30 minutes, it was specific and measurable. Likewise, 'Buy it today and install it tonight,' that's specific and measurable.
How to Identify and Develop Your USP
You shouldn't rush or hurry the decision of your USP. You will spend thousands of dollars on advertising and promoting your USP. Once you've made your impression and then decide to change it you begin to confuse your prospect and it will cost you even more money to re-implement a different USP.
If your USP is a promise or guaranteed you must make sure that you can fulfill your USP promise. Domino's had a very bold USP. To get a pizza to anyone's house in their marketplace within 30 minutes was sometimes a difficult feat to consistently accomplish. But the rewards were fantastic.
How do you pick a USP?
You need to first identify which needs are going unfulfilled within either your industry or your local market. These are called 'performance gaps.' Many businesses that base their USP on industry performance gaps are successful. Here are some examples in different small business industries:
Example # 1 - Auto Repair Industry
- Problem - Performance Gap = Auto repair establishments have a reputation of being dishonest.
- Solution - Potential USP = 'If It Ain't Broke, We Won't Fix It!
Example # 2 - Dental Industry
- Problem - Performance Gap = No one likes to go to the dentist because it's such a painful experience.
- Solution - Potential USP = 'Sedation Dentistry, The Safe, Pain Free Way to Healthy Teeth'
Example # 3 - Real Estate Industry
- Problem - Performance Gap = People are wary of letting real estate agents sell their homes because they don't believe they will aggressively try to sell them fast enough.
- Solution - Potential USP = 'Our 20 Point Power Marketing Plan Gets Your House Sold in 30 Days or Less'
You can see how a performance gap can lead to a powerful USP. You can also have local performance gaps that will give you a great USP as well. For instance, if you are an electronics outlet and you have more inventory than anyone else in town your USP could be, 'We Have 10 Times the Selection than Any Store In Town. Go Visit the Rest, Then Come Shop at the Best.'
COMING SOON: Part III of this article.
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