What is a Unique Selling Proposition?

A unique selling proposition is what differentiates you from the pack. The essence of your unique selling proposition is a promise, a guarantee, or a performance standard. The main thing is that you must be able to fulfill the promise that you make to the marketplace.

There’S no point in having the best USP statement: if you don’t deliver on this promise and you’ll be out of business very quickly.

At the heart of a USP, it must convey a benefit to your customer, guarantee excellence in product or service, special skills or experience. So it could be something like an outstanding or incomparable service, a guarantee that gives your customers complete confidence.

The essence of a USP is the uniqueness, a promise, a guarantee, a performance standard, an area of excellence, or a benefit to your customer, something they can’t get elsewhere.

To your customer, if possible, now before you decide on your USP, you should concentrate on two things: focus on a niche needle gap that’s not being met in your marketplace. And of course, make sure that you can keep the promise you make; if you’re going to sort of make it make a unique promise.

How to Deliver on Unique Selling Propostion

Also before you decide on the USP, be sure that you can always deliver on the promise a lot of times. There is the hype surrounding certain products and services and, of course, when the customer gets to try them out, they are sorely disappointed. So don’t be one of those businesses.

Make sure that you can deliver on what you promised to the marketplace. Your area of excellence might be one or more of the following:

• it might be the lowest prices guarantee
• and outstanding customer service
• guaranteed money-back warranty
• or an unsurpassed quality of service

Important USP Questions

In defining your USP ask yourself these questions.

1. How am I better than my competition?
2. What makes me outstanding,
3. Why do people buy from me?

Do a profile on your current clients. Use a survey to find out why are they buying from you? What are your special talents or skills they seek, and what makes your product superior? It’s always good to know these things, and again, a survey is a great way of doing it.

Go straight to the customer. Ask them in a survey what exactly makes your product or service superior. What do you buy from me? Why do you like my services and products better than say the competition now in forming a USP?

You should work out what your strengths and weaknesses are in the marketplace, place your guarantee of service, your quality, and then maybe put together something that catches people’s attention.

Now, what sounds better in this particular USP? We give great service or we guarantee to deliver certified organic food exactly as you ordered on time or your food is free. I know which one appeals to me more.

 There’s a large hardware chain where I live and their USP is low prices is just the beginning, we’ll beat any price by 10 % for any stock item. Or how about Virgin Blue – great on-time performance. It’s about time on time, time after time.

Think about your USP, develop it, and it’s just one of the things that go into your marketing mix. Define this first before you go chasing different target markets and not understanding what your actual strengths and weaknesses are in the market place.

It will better position you against your competition. This is Brian by developing profit gouge signing off. Thank you.

Conclusion

Think about your USP, develop it, and it’s just one of the things that go into your marketing mix. Define this first before you go chasing different target markets and not understanding what your actual strengths and weaknesses are in the market place.

It’s better to position against your competition.