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In this week's edition of eTips, Karon Thackston, of CopyWritingCourse.com,
will provide you with 3 simple rules for creating an effective
unique selling proposition,
also known as USP.
I hope you'll enjoy the publication.
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 3 Simple
Rules for Creating an Effective USP
By
Karon
Thackston © 2007, All Rights Reserved
You have one, whether you know it or not. Everybody does. There is something
unique about your business; you just have to discover what it is. And therein
lies the problem. Most business owners and managers don't understand how
to create a truly unique selling proposition (USP). There are specific criteria
to consider in order to get your message across clearly and succinctly.
1. Define Your Uniqueness - Just as the name suggests, a "unique" selling
proposition must explain how your company or offer is unique. It's easy if
you have a product that's new to the marketplace. Everything about it is
unique. But what about those companies that have been around for quite a
while? Or products that have a great deal of competition? Uniqueness might
be more difficult to define.
Internet access, for example, is very ordinary. The most recognized features
are price and speed. But the world leader in Internet access, AOL, has built
its reputation based on ease of use. Starting in its earliest days, AOL landed
and kept millions of users because they were spoiled. Everything they needed
was in one place. No need to have an Internet service provider (ISP) and
use a separate email program and a separate browser and a separate instant
messaging program. It was all included. Forget that AOL charged twice as
much as everyone else, was famous for dropping the connection and had pitiful
customer service. They made it easy and that's what early surfers wanted.
2. Be Specific - I once landed on a website that presented the following
USP at the top of every page. See if you can guess what type of business
it was. The USP read something to the effect of, "Helping people live better,
healthier lives more efficiently." Got any ideas? It was a company that provided
kitchen equipment of all sorts. The common denominator was that this equipment
was primarily used by those who wanted more natural foods. Canners, grain
mills, bread machines and the like would be found at this company.
Do you see how the USP defines their uniqueness in a very specific way? They
do help people live better, healthier lives. But the kicker is that they
help their customers do this more efficiently. Grinding your own grain for
flour, canning your own vegetables and baking your own bread takes a lot
of extra time. Most naturalists would be delighted to find products that
help them do this in less time.
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3. Keep It Short - USPs are not
introductory paragraphs. They are generally a short sentence or two. Don't
ramble. The more concise you are, the better your results will be.
To give you a good idea of what works, let's look at a few examples.
Good USPs
Practically everybody knows the M&Ms' USP, which also happens to be their
marketing slogan: "Melts in your mouth, not in your hands." How about Domino's
Pizza? Originally, they took the pizza delivery industry by storm with a
guaranteed delivery time. Their USP was "We deliver hot, fresh pizza in 30
minutes or less or it's free." Their marketing slogan was very similar to
their USP. And who could forget Burger King's USP of quickly giving the customer
a handmade burger with whatever they wanted on it. The marketing campaign
featured the "have it your way at Burger King" slogan and jingle. All of
these are very descriptive, specific and short. Also, they are easy to
remember.
If you've created a new product or service, ask yourself why. Was it to fulfill
needs customers were voicing? Was it to plug a niche nobody else was giving
attention to? Those can be the basis for strong USPs.
Make a list of features and benefits. Ask customers what they like best about
your company, your product or your service. Compare your offer to what the
competition has available. All of these can be excellent brainstorming techniques
that may jumpstart your thinking. Before long, lots of unique aspects will
come to mind, giving you the basis for writing a strong, descriptive, specific
USP.
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| Tip of the Week |
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Your words are the entire foundation of your business. Many business failures
are the result of ineffective copy. Whether it is your web site, sales letters
or advertisements, your words play a major role in determining your
success.
Today's tip is an excerpt from the acclaimed
Web Design Mastery series.
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