In the present competitive world, it is essential for a business to stand apart. Owing to the wide advancement in service industry and consumer satisfaction approach lately being followed by the marketers, the consumers are now spoiled and are always looking for something extra, something unique, something never seen before.
An estimate of what makes you stand apart in the crowd defines your USP. USP is the acronym for Unique Selling Proposition (or Position) which, as the name suggests, determines one unique key point that acts as a catalyst in the selling process.
Knowing your strengths as an enterprise is different from having a USP(Unique Selling Proposition). Strengths do not qualify for a USP as any other firm can have the same infrastructure and resources and offer the same services. Thus this five-step exercise will help you identify the USP of your company or the product or service.
Step 1: Introspect and Understand your Fundamentals
The fundamental step in identifying the USP is to understand the core values and purpose behind the inception of your enterprise. Re-read the vision and mission statement and understands why did the enterprise come into existence, what is your business contributing to the world, what is your purpose, your target audience and etc.
Step 2: Offer Effective Solutions
Understand the problems of the target audience and try identify how your product or service could solve their problem. For Example- If you are a Movers and Packers company understand that customers face the problem of dirty overused containers. You can solve this problem by providing clean hygienic and spacious containers.
Step 3: Identify the Differentiators
Understand your industry and your competitors and offer solutions which are better than your competitors. For Example- As a Movers and Packers firm you can provide various services like same-day delivery, clean capacious containers and the workforce who would be compassionate towards their belongings.
Step 4: Make a Promise
Understand that your USP claims a promise or a pledge of a specific feature that you would provide in your product of services. Making the promise would require the combination of the above two steps.
Step 5: Integrate Your USP Into ALL Marketing Materials
Strategically inculcate your USP in all of your marketing materials like:
- Advertising and Sales Copy Headlines;
- Business Cards, Brochures, Flyers, & Signs;
- Your “Elevator Pitch”, Phone, and Sales scripts;
- Letterhead, Letters, & Postcards;
- Website & Internet Marketing.
Once you have a working USP, it’d be advisable to sleep on it, make sure everyone adheres to it, or even create a focus group to measure the impact it has. It may take several tries, but once you achieve the perfect strategic USP, it will be an integral element of your marketing toolbox, making you stand class apart in the crowd.
