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Attention Small Business Owner - Here are 9 different ways that you can incorporate your Unique Selling Proposition (USP) into your retail business:
1. Tailor your USP for the entire experience that the customer will have, including the benefit they receive for visiting your business. The USP should focus entirely on the major promise that you can give the customer solve his/her biggest problems or fears about a particular niche subject.
2. Make sure the USP is visible as soon as the customer enters the store. You don't want to hide your reason for doing business on the back of the receipt, next to the register, or nowhere at all. People need to know what you are going to do for them as soon as they step foot in the door, and before that too.
3. Turn your USP into different headline ideas for sales fliers and coupons, by rearranging statements or a few words, but not changing the original concept of the USP. This will keep your identity all-encompassing throughout your marketing.
4. Use your USP on all of your off-line marketing material such as vehicle stickers, business cards, t-shirts, paper bags, employee handbook, promotional items, yellow page ads, post cards, and anything else that is driving people to your store. The USP needs to be prevalent in every single nook and cranny of your particular business.
5. Make sure that your USP is included on all of your email marketing, from newsletters, to reminders. Make sure that your message is on everything that you send out. You can quickly create an email tag that you can paste on everything that you send out, even in auto-responders. Capture the email of as many customers as possible so that you can keep reminding them that you still exist and still have the answers to their problems.
6. Don't bury your USP deep down in your marketing material. Put it at the top. Just like headlines, you want your customers to know what you stand for and what you are going to do to solve their problem. If they see something that catches their eye, they will keep reading. If you can't grab them by the jugular right away, you'll never catch them and you'll have wasted all of your marketing efforts.
7. Practice your USP, so that it is second nature in your head. A very common sales technique is to have an elevator speech, which is basically an explanation of your entire business that can be stated succinctly in 30 seconds or so (an elevator ride). If you have your USP or USPs permanently engraved in your brain, you can embellish upon it and create an elevator speech that you will also have memorized. Every time someone asks "what do you do?" you will be able to instantly go into sales mode without having to stumble for the answer. Be prepared. You never know how many contacts you can get just by casual conversation.
8. Make sure that your USP can "...move the mass millions" to take action as Rosser Reeves would say. You do not want to have trivial differences in your product that no one cares about. Your USP must show how your product is the one-and-only solution for a specific reason that you will state in your Unique Selling Proposition.
9. Make sure that you are passionate about your USP. If you are not 100% excited and passionate about your USP, your marketing and your face will also say that to your customers. Why on earth would anyone want to buy something from a business that seems wishy-washy about what they are doing? If you don't really feel like telling everyone you know about your USP and your product, then you should rethink your USP, or maybe your lack of passion says that you need to move on to something that you do care about.
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