|
|
Like this article? PLEASE +1 it! |  |
|
Why you need a unique selling point
Written by: Mark GwilliamArticle Overview: Being Generic Hurts Your Business Having a business without a Unique Selling Point or USP is like running for office without a defining slogan. The result can be similarly devastating: you'll lose. Your business needs a USP. It’s your business’ unique promise to customers. It cuts through miles of marketing red tape and categorically tells your customers that "this is who we are and this is what we can do for you that any other company cannot".
 |
Free Download - Reveal one of the most frequent mistake why thousands of small businesses flop By Mark Gwilliam |
Why you need a unique selling point
Lower Conversion Rate
Having no USP almost certainly means a lower conversion rate for your ads.
Your Unique Selling Point is the central marketing message upon which the customers you are targeting will focus; it will be the pivotal factor in converting potential customers into buying customers.
To illustrate, imagine that you are a typical customer who has become tired of pizza delivery delays.
Wouldn't an ad for a pizza place that says “delivered within 30 minutes or your money back” compel you to try out the company that made this claim?
Less Memorable
People tend to think of businesses and brands the way they think of other people. Some are hard to remember and yet others (the noisiest, the most trustworthy, the most artistic, etc) are very easy to remember because of their defining characteristic.
In the same way, businesses that are able to invoke emotional responses from customers through a defining characteristic are usually remembered and get referred to others. Loreal’s “because you are worth it” manages to cut through the price issue by addressing its customers' need for quality and their desire to pamper themselves and to feel good.
Less Focused
Not having a USP also decreases the focus for your business and leads you to try covering all the bases – to try satisfying all of the implicit and explicit promises you make to your customers. This stretches out your resources for less the market share.
Consider Head & Shoulders' USP “you get rid of dandruff”. By focusing on the dandruff issue, Head & Shoulders is able to concentrate all of its resources in delivering this single promise. It is also able to corner a specific niche or portion of the shampoo-buying market.
Indeed, being generic hurts your business. Stand out from the crowd through your unique selling point. Start by reading about how you can formulate a USP for your business. Resources abound online; marketing newsletters are especially helpful in this regard.
If you are finding it exceedingly hard to create your own USP, seek professional marketing help.
Are You In Search of the Unique
Selling a Bundle of Booze
The "Use Seasoned Sales Professionals As Trainers" Myth
Your Unique Selling Point
Consultative Selling
Article Tags: 30 minutes, business resources, central marketing, conversion rate, dandruff, delivery delays, emotional responses, head shoulders, loreal, market share, niche, pivotal factor, pizza delivery, pizza place, promises, shampoo, stretches, typical customer, unique selling point, usp
|
About the Author: Mark Gwilliam RSS for Mark's articles - Visit Mark's website  Click here to visit Mark's website   How to attract more customers 5 Ways to Test Your Customer Service Level 5 tips for clear and effective writing Why your bank account may not reflect the sales that you have made Discover 7 Common Causes of Cash Flow Problems in your Business before it is Too Late |
Related Forum Posts
Re: This is Marketing Warfare!
- Thanks Rita.
The Fedex example was perfect to describe unique selling proposition.
Closing the big sale
- Many entrepreneurs create a new invention with the hope of selling out or licensing their creation to a Fortune 500 company with deep pockets.
Assuming that you have something truly unique and valuable, how do you approach the big companies so that they will take you seriously?
Your advantage over others
- Sell using your USP - unique selling proposition.
Why should people buy from you, instead of your competitors?
Think about it, why are you so great?
It may be a hard question, but finding the answer can multiply the effectiveness of any advertising or marketing activities you undertake.
Money Back Guarantee
- That's a good point Louis - if people don't offer a money back guarantee it shows that they don't believe in their product. Most people never ask for their money back anyway but you have to have confidence in what you're selling. If it delivers value you shouldn't have a problem with the guarantee and it reduces the barrier customers have to buy what you're selling.
Buying and selling online
- Have you tried purchasing bulk sale products and than re- selling them online.
I know a friend who recently purchased a bulk of genuine and unique, sports shoes which was sold at a throw away price. Later on he managed to sell the entire lot on embay.
Do you think this is a bright Idea to make money? You may share your comments
accordingly.
Share this article with your friends. Fund someone's dream.
Leave a comment below or share on the left and you'll help support entrepreneurs in Africa through our partnership with Kiva. Over $50,000 raised and counting - Please keep sharing! Learn more.
by: 
February 2012 Top 100 Leadership Experts to Follow on Twitter
Please Stop Calling it Coaching!
Measuring the Quality of Your Hires
The fine line 
Get advice & tips from famous business
owners, new articles by entrepreneur
experts, my latest website updates, &
special sneak peaks at what's to come!
Life, Conflict and Work
Are You Remarkable Enough?
Five Daily Marketing Habits to Increase Sales
Email us your ideas on how to make our
website more valuable! Thank you Sharon
from Toronto Salsa Lessons / Classes for
your suggestions to make the newsletter
look like the website and profile younger
entrepreneurs like Jennifer Lopez.