A Unique Selling Proposition can Sell Your Product Over a Competitor's Product
A Unique Selling Proposition will help you develop your marketing and advertising message for your home business product. In fact, several Unique Selling Propositions would be better for your marketing and advertising messages.
A Unique Selling Proposition (a.k.a. USP in the marketing industry) is a marketing term that originated from the mid 1900's. A USP is a feature or benefit that sets apart your business from another competitor’s business, or your product from another competitor’s product.
That is why I stated that "several USP's would be better for your marketing and advertising messages". In fact, the more you can distinguish and strongly state your USP's, the more value you can add to your business and product from your competitors.
What is a Unique Selling Proposition?
A USP makes your business and product more attractive to your customers. I personally disagree that it should be called a proposition. A proposition to me is more of a legal negotiation between two parties to come to an agreement.
Yes, you are trying to come to an agreement with your customer or prospect to buy from you, but ...
I think, to keep this simple and understandable, a better name for USP is Unique Selling Point or Unique Selling Position. My preference is Unique Selling Position.
What's a Unique Selling Position? A USP is a strong offer or benefit that your product provides to your customer that will set you apart from your competition. A strong USP is something that competitors' do not, or will not offer.
Picture this ... A USP is You standing in front of your prospect and telling her, "Buy from me because, ....".
How can You Develop a Strong USP for your Business Marketing and Advertising Media?
An easy way to develop your USP is to put yourself in your customers or prospects shoes and ask, "Why should I do business with you instead of your competitor?"
The answers you come up with must be strong enough to convince new customers or prospects to buy your product. I say "answers" because more USP's are better than one.
A USP can be related to:
- How your product will perform.
- The exact benefits that your customer will receive from your product.
- How your product will be delivered.
- Adds value in the eyes of your customer.
- Describes a promise to your customer.
In any case, all businesses need USP's that clearly define your business from your competition, as seen from the eyes of your customer or potential client.
What are Some Good Examples of Strong USP's that I Would Know or Can Relate to?
I am a milk chocolate junkie. I love most anything that has milk chocolate in it, or on it. A famous USP that I grew up with as a youngster, and can appreciate here in the warm tropical temperatures of Florida:
"Melts in your mouth, not in your hands." - M & M's® Brand Candies.
Or this one ...
"Delivered 30 minutes or less, guaranteed ..." - Dominoes' Pizza®.
These two USP's clearly set their product and service apart from the competition by providing a clear and concise picture in your mind of what is to be expected.
Here are some more examples of a Unique Selling Proposition (Position) that you may have heard of, but did not realize what they were.
I Cannot Write Catchy, Short Phrases as in the Examples!
Your USP's do not have to be short and catchy phrases. Remember the importance of your USP is to define you versus your competition. A statement on how your product will perform, or what the customer can expect from your product is a good USP.
Keep in mind that your Unique Selling Proposition, or as I like to call it ....
a "Unique Selling Position", must plainly "paint a picture" in your customers eyes as to what to expect in their product or service expectations.
Do you have a Unique Selling Proposition for this Web Site?
Yes, I do. It is in the header of every web page on this site...
Home Business and You!
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