Unique selling proposition?
Wednesday, April 9th, 2008I used to work in a medium sized business and I was often asked this question - what is your USP - i.e. unique selling proposition?
I have always been uncertain about USPs generally. On one hand, if you have a product or service that is totally unique in the market place AND serves a need then I think I want to invest in your company! How much is really unique in terms of what you do?
However, on the other hand, we are all unique aren’t we? Although we may run businesses that do the same thing on the face of it, each company does things a little differently, as does each person.
So, what is it that you do differently that REALLY HELPS YOUR CLIENTS IN A UNIQUE WAY. If you answer this question with: “We believe in partnership/relationship/customer service” or a variation on that, guess what? Most everyone else says that too!
So what about what you do, do your clients LOVE about you? What do they tell other people when asked what’s great about you? I am willing to bet it’s something about your personality, your philosophy, your approach rather than a unique product.
What do you think? Somewhere in there is likely to be your passion and how you tap into something that is truly important to your clients. There is the heart of your marketing message.