I didn’t fully understand what a Unique Selling Proposition was until I was at a Direct Response Copywriting Bootcamp in Del Ray Beach Florida at the AWAI Bootcamp conference. I have learned a lot about USP and how they worked in a business, but I didn’t really understand the Why part. So, today I want to give you some ideas on how to design your unique selling proposition using these easy steps.
Why Are USP So Important?
Before we get started, I want to go over some of the reasons why this is so import for every business.
This should be one of the first things that is done when any business starts working on it’s marketing campaigns, and it is best to work on the USP after you have done some research on your target market and competiors. The reason why is because you want to learn about the market, what your competitors are doing and saying in their marketing messages, So you can give your self a unique advantage over other companies that are similar to yours.
It’s hard and maybe impossible to design a USP with no idea about what everyone else is doing, and even what your possible clients are looking for or what they need. If you go see 10 clients a week, it is always a great idea to leave them a short message with what make you a better choice from the competition and make yourself really stand out.
Some really good examples of USP are
- M&M chocalate candies “the milk chocolate melts in your mouth, not in your hand”
- Federal Express… “when it absolutely, positively has to be there overnight.”
- Trident gum… “4 out of 5 dentists would recommend Trident gum for their patience who chew gum”
- Perdue Chicken.. “It takes a tough man to make a tender chicken”
- Papa John’s Pizza… ” better ingredients, better pizza. Papa John’s”
Hopefully you get the idea of what a great USP looks like, and what it can be. These examples are all different. Some offer the benefits. Some have proof. Some have a Catchy Phrase. But they all are very short phrases that give a strong statement of what the company is about. What Clients can Expect.
Creating Your Unique Selling Proposition Using These Easy Steps
Do Your Research
I have a post i wrote a while back on researching, so if you haven’t check that out, maybe go back and take a look. Every smart marketer starts everything with solid research. It’s just like going to war for a general. No general would every go to war without doing research, and the same is for a good marketer or smart entrepreneur. Research is everything. The better you get at researching, the easier it will be to find the right type of people in your business.
So, Start off with researching what your competition is doing. This is an important step. The next step is to find some Groups that your clients are in, and get involved. Ask questions. Probe for needs or pains, and keep an Eye out for things that could help them improve their life that they may not know about.
What is your competition doing that you see is a solid benefit?
What are they not doing?
Do they have a USP, and what is it focused on?
IS there a way you could position yourself as a better choice, and give yourself a competitive advantage?
Dig deep, and keep looking for clues or information that will help you.
What about you, Why are you doing what you do?
The next thing is to turn this research on yourself. Why did you decide to go into the field you are in? What are you passionate and excited about? What are your strengths and natural talents?
What training and education have you completed and what have you gained from these experiences? Have you learned any new business skills in the last year or so? Do you belong To any professional organization? If so, what is your role there and how do you participate?
What business work are you most proud of?
The more detailed and specific you get with answering these questions, the more specific and powerful you will design your unique selling proposition.
The last thing you want your USP is to be boring, awkward, unbelievable or confusing, so make sure that the more specific an clear you make it, the better.
3 types of USP’s you can use
For these examples, you’ll want to make sure you know exactly what you do, who you do it for, and what problems or solutions you provide. The best excerce you can do for this, is continue to come up with creative ideas for different USP’s and test them out, ask for feedback.
So, the first Example is the “what you do” format.
It is a 15 word sentence or less that states ‘what you do, who you do it for, and what benefit or advantage they get from it.
The second example is the “helping” format, and it is a 15 word sentence or lss of ‘ I help (who) (do what) so they can (what)’
If I was a internet marketer, i would say ‘ I help construction companies run Facebook ads so they can get more leads and sales”
Remember, the more specific you are, the stronger your USP will be.
the last example is the ‘problem-solving’ format and it goes like this,
‘i work with (who) to solve (which problems) which means they (what),
Just remember to try and keep these USP’s under 15 words or less, and get very specific and detailed. Keep writing them over and over, and you will see, the more you write, the better you will get at them,
If you have any questions about USP, ask about them in the comments, or you can ask them on the Innovative Marketer Facebook Page