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Using a USP is popular in many businesses to set them apart from their competition with a saying that will stick into the audience's memory.
It may be splashed all over the message sent out to potential customers, to inform them of what your goals are in providing services to them.
There are two benefits to using a USP in your business marketing technique. The first is that your product and brand will be remembered forever by the slogan or USP that you choose.
For example, Dominoes will forever be known for it's slogan Fresh, hot pizza delivered in 30 minutes or less, guaranteed. This USP has helped Dominoes in the pizza delivery market.
The next advantage would be more for the employees in your business. Once you promise something in your company's USP, it is up to the employees to carry it out. You have something to gauge performance against, and therefore they will strive to make your USP the truth.
Creating your own USP:
When creating your own USP remember that you will be known by what you choose. Your brand will be remembered in that way forever so it has to be something you can truly uphold. The USP or unique selling proposition does not have to be fewer than 25 words.
You can make your USP a detailed set of standards or something even more detailed. You should always test your USP before deciding on one. You should make sure that the USP for your business is something you can truly promise, and something that your customers will want or need. Also, stay away from cute USP's these never sound good, or last long.
Make your promise and stick to it:
Whatever you choose to make your USP should be something you feel comfortable carrying through with for the rest of the time you are in business.
It should be something you feel comfortable promising, as well as doing. Your brand should be in relevance to its marketing strategy, and it should be something your team of employees can easily carry through with.
Promo Items
Promotional items can be excellent tools in getting your Unique Selling Proposition out in the marketplace. These items can be anything from your business cards to free items you handout such as key chains, notepads, etc.
Think about how pharmaceutical reps are always handing out pens and samples to nurses and doctors. You can use these same tactics as well.
Action Steps
1. Study your marketing plan, and consider many options when deciding on the USP you will use with your brand name.
2. Once you found the one you want to use, test it on a sample audience
3. Promise your customers you will uphold your USP
4. Make your employees comfortable with carrying out your plan
Important Points For Creating A good Unique Selling Proposition (USP)
- Cute USP's do not work as well as a more serious promise
- Train your employees to uphold your USP
- Keep customers happy and satisfied by researching their needs
Related Articles About Unique Selling Propositions (USP)
Why 'Short and Sweet' Taglines and Slogans Are Important To Your Small Business
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