How to Develop A
Unique Selling Proposition
Defining your Unique Selling Proposition (USP), also known as your "elevator speech" gives you a competitive advantage. The key is to identify what makes you different from your competitors and emphasize these advantages all within 30-60 seconds.
It's also the very essence of what you offer so it needs to be compelling. So compelling, that it can be used as a headline that sells your product or service.
How To Construct Your Unique Selling Proposition (USP)
- Your Company Name - "My company is...
- Creatively say what you do...
- Describe the 3 biggest benefits of owning your product or service. Explain exactly WHY that is important to them. What would your product or service do for your customer? What end-result do they desire from a product or service like yours?
- Be Unique - It clearly sets you apart from your competition. You're showing your prospect that you are the more logical choice and that makes your product or service the "gotta have" item. (Not your competitor's.)
- Identity what are the most frustrating things your customer experiences. Try to alleviate that "PAIN".
- Present testimonials (proof) to alleviate your prospects skepticism.
- Keep it short. Try and condense it into one clear and concise sentence.
- Use your USP on all your maketing materials such as: brochures, business cards, website, flyers, signs, sales scripts, letterhead, letter and postcards.
Conclusion: Your USP provides information to your prospect that creates interest and response. Do not tell your prospects a bunch of boring facts about what you do. They're not interested. This is your opportunity to communicate how you help others and solve problems. It is the driving force that builds your business success.
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