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John Deitz
President,
Optimal Enterprise
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ARTICLE
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The general marketplace
is chock full of "me too" products. Want to get into more accounts and
sell more product? Develop your unique selling proposition (USP).
What's a USP? The simple answer is, it's a statement of your positioning.
It screams your points of differentiation. What key value and benefits
do you offer over your competition? What do your customers believe you
stand for?
The art of creating a great USP (and for that matter, great positioning)
is simplicity. Base it on a very simple concept. Narrow the concept down
to a short phrase - perhaps just a single word. If you can't complete
this simple exercise, then your message is too complex, you're trying
to be too many things. Customers won't grasp what you stand for, and that
will be a big problem when they mentally compare you to the competition.
When a customer hears your company or brand name, what should he/she immediately
think of? That's what should determine your USP. Is it the lowest prices?
The best service? The best selection? Superior quality? Or something totally
unique to your business like patented technology or a specialized methodology?
The more unique, differentiating and compelling your USP is - and the
higher the message level - the easier it is to dodge tedious feature-by-feature
comparisons with your competitors; after all, that's how consumers make
decisions about commodity products. Are you a commodity? Not if you have
a strong USP!
Is the USP tied to your image? Sure is. To your reputation?
It might be, if that reputation sets your company clearly apart from the
pack.
Why have an USP? It's the heart and sole of your marketing message.
It takes center stage in the advertising you do. It's a key element of
your image. Be creative and give your USP personality. Are you fun? Strictly
professional? High-tech? You decide, but remember to keep it simple. Keep
it credible; make it truthful. Because using a USP that you can't deliver
on is the kiss of death.
You'll be surprised how the positioning behind
a USP simplifies your advertising decisions. Remember, a great brand is
developed around ONE THING and one thing only; it better be consistent,
no exceptions, day in and day out. If an advertising slant doesn't fit
your USP, skip it and find something better. Remember, it's the long-term,
"uniquely you" image and reputation you are building.
Make sure your USP
is a crystal clear idea in your customer's mind when the buying decision
is made. |
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