Marketing
Issue No. 51 - February/March 2010
Making the most of your USP
Why should prospects do business with you? Is there a greater advantage in doing business with you as opposed to any other competitor? The answer to these questions should be carefully and consistently communicated to your market at every opportunity. Your unique and relevant advantage is your strongest ally in attracting first-time buyers. This is what gives you an original perspective and a strong competitive edge in the marketplace.
Your Unique Selling Advantage (USA) or Unique Selling Proposition (USP) as it is also known is what sets you apart from everyone else — even if they happen to be marketing the exact same products to the exact same people.
A Unique Selling Proposition gives your business a distinction in any competitive marketplace. Your unique advantage helps to position you favourably in the eyes of your market. But just having a Unique Selling Proposition isn’t enough; it should be part of every communication you have with your market. In fact, it should also be a part of your business on a daily basis. In other words, you’ve got to live it. It can’t just be some dreamed-up concept that sounds interesting and appealing. Your Unique Selling Proposition needs to be something original - something that gives you a special advantage over others, thereby minimizing the appeal of competing products and businesses.
The key to having distinctive advantages is to make those advantages clearly and unmistakably evident to your prospects. You ...
