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The Unique Selling Proposition (USP) is the basic building block, the lifeblood of all successful marketing plans. Your unique selling proposition is a statement that explains why you are different than any other business or service in your particular niche and more importantly, how you are going to solve the customer's problem.Â
You need to analyze all of the benefits that you offer differently from your competitors and create one or two of the biggest promises that you can and craft your USP around that promise.
You unique selling proposition must be credible. The customer must believe that you are telling the truth and that you will live up to your promise.Â
Your USP has to be big enough to pull the customer out of their over-marketed life and buy from you. At the same time you cannot have a statement that is so over the top your prospect does not believe that you can fulfill the promise.
Your Unique Selling Proposition should be only one or two sentences, where every word is carefully chosen to explain exactly why the customer should by from you and how their pain will be cured immediately.
You should be very specific in your USP. Do not just state that you have "great service." Explain that you have a 98.5% customer satisfaction rate.
Your USP, along with the rest of your marketing plan will build trust with your customer. You want to remove 100% of the fear of the purchase decision, so that the customer is completely satisfied and unafraid before they even open their wallet, and that becomes nothing more than a transaction to get the final product, instead of a regret.
Every successful business on earth has a USP of some sort. The are huge, Fortune 500 companies that have spent millions creating and promoting terrible USPs that do not explain anything that the company does, let alone what it will provide for the customer.
Your Unique Selling Proposition will not last indefinitely either. As with everything in business, you will need to occasionally adjust your USP to meet market conditions or product changes in your business. A well-crafted USP should last at least 5 years, hopefully more like 10.Â
Every aspect of your business is going be molded around your USP, and what you can do for your customer, so crafting your USP is one of the most critical tasks to creating the backbone of your business.
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