Saturday, February 11, 2012

The Need for a Unique Selling Proposition | Be a Green Penguin

In the course of my embroidered custom apparel and promotion products business, I conduct occasional seminars. For a chamber of commerce seminar, I used a green penguin theme. As a business, you want to be a green penguin and not just another black and white penguin in the flock. It is important to communicate, in simple terms, how you are different from your competitors in filling your customer's needs. If you can't explain your Unique Selling Proposition, in simple terms, of
why someone should buy from you, you shouldn't expect their business. Your Unique Selling Proposition is a precise statement of why your company is different and unique. It must differentiate you from your competitors. Your USP should state at least one UNIQUE benefit that a customer will receive by doing business with your company. It must have value, be concise and specific. Your Unique Selling Proposition must answer the question: "Why should someone do business with you? One example of how important an USP can be is Domino's Pizza. You may not be aware of this but Domino's was started by two brothers who wanted to start a business. When they first started the business, one worked during days and went to school at night. The other worked at night and went to school during days. Both had their ideas about how the business should be run. There was not a cohesive strategy or purpose. Things didn’t work out with the business as they had hoped. They were losing money. So, one brother decided to get out of the partnership. He received a used car from his brother for his portion of the struggling business. Shortly, thereafter, the remaining brother developed a Unique Selling Proposition. It was; fresh, hot pizza delivered in 30 minutes or less. ..Guaranteed. That simple, specific USP ended creating a multi-billion dollar company. This is a great illustration of the tremendous power of a USP. Part of the power is in the simplicity. It is short, specific, and easy to understand and addresses a specific need. The market was pretty specific because they operated near the University of Michigan with a large number of students who wanted their pizza hot and now! Look for an opportunity void in your market. If you are the one to fill that void, you can dominate the niche. Talk with others in your industry or those who are familiar with your business. Figure out what is unique about you and your business and how you can fill needs differently than your competition. Consider what others think and like about your business, and why they would select you. Again, ask yourself the question “Why should someone buy from me instead of someone else?” If you can’t answer that question you have no Once you've created a one to three sentence USP, include it in all your marketing materials. Keep it on the top of your mind. It is a cornerstone of your business. Whenever someone asks you what you do, you should be able to quote your USP. It should be so descriptive, short, and concise that it, in itself, is a good, accurate explanation. *Excerpt from article published by Gary Youngberg on Hubpages Visit us at

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