What makes YOUR business unique?

24/06/2007 by admin.

Or to put it another way: What is your unique selling proposition, or ‘USP’?

Before you even start to develop your product, or build your website you must be able to clearly articulate what it Is that makes YOU different from your competitors.

Just saying “I have the lowest price!” or “I have the best quality!” is not good enough – they simply don’t work. After all if someone told you that their USP was about price or quality would you believe them?

Because so many big brand companies have abused these two USPs, potential customers have become desensitized to them. “Low price!” or “Best quality!” adverts no longer grab people’s attention or give them a unique, believable reason to buy your product.

If you want to be really successful you need to stand out from the crowd by offering a USP that’s truly different - something your competition just can’t claim.

To get you thinking, here are some successful USPs:

Sainsburys - “If we are late with your order we will pay you £10!”
Travelodge - “give you all the things you need without having to pay for things you don’t”.
M&M’s - “The milk chocolate melts in your mouth, not in your hand.”
Head & Shoulders - “You get rid of dandruff!”
Olay - “You get younger-looking skin!”
Red Bull - “You get stimulation of body and mind!”
and of course Wrexham Today - “the definitive portal for Wrexham”.

You know that your USP is a good one when other people start trying to copy it - but it won’t sound so believable when they use it because you offered it first!

These are all clear, to-the-point messages conveying a simple idea that differentiates their product from everyone else’s. But most importantly, they’re believable!

So what is your USP? What makes you different from your competitors — in ten words or less - and gives your customers a powerful, compelling reason to buy your product?

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