What’s your Business USP? In Business Marketing, every business should have a USP (Unique Selling Proposition) to make them stand out in a crowded marketplace. A USP isn’t something you can just decide on, you must really believe in it, promote it and invest in it. Just pay it lip service and your customers will see straight through you and you will lose credibility.
At Creative Plan we have decided to focus on our Business USP which is we are Birmingham Designers for Business – Business Startups, Small Businesses and Home Businesses. We specialise in this area because we understand what it is like to run a small business, we have empathy and we know how tough it can be to get a business up and running. We support our clients, share knowledge and experience and help them make good key decisions. We look to build long-term relationships and grow with them.
There are many strong USPs out there that we see every day. Think of FedEx and their slogan “When your package absolutely, positively has to get there overnight”. It encapsulates everything you need to know. They will deliver overnight and it is a powerful and emphatic statement.
If I was to ask someone in the UK about which is the safest car I am sure they would say Volvo. If I asked what was the most reliable car again I think UK customers would remember the 1980′s advert and say VW Golf. The truth is that every new car on the road is safe and reliable but Volvo and Volkswagen ‘own’ these words in the mind of the consumer. This is called Positioning but it all stems from a good USP.
Fedex, like all good businesses, will have gone through this process to establish their USP. They will have focused on the needs of their customers and made sure their message, their USP, reinforces that they are the only choice in the minds of customers.
Step 1: Establish and Use Your Biggest Benefits
Step 2: You Need to Be Unique
You need to establish your company as the logical choice for a product or service. It can be within an Offer, Product or Guarantee.
Learning these simple techniques will improve your
Step 3: Identify a Problem or Gap in the Market
What customer needs are currently going unfulfilled. Find the performance gap, alleviate a customer’s problem and make sure you deliver.
Step 4: Be Specific and Give Prospects Proof
Give examples where you have proven yourself. Testimonials are good and very persuasive.
Step 5: Create a Clear Concise Message
Write it down, refine it and make sure it sells your product or service, establishes a problem and solves it.
Step 6: Integrate Your USP into Everything
Your USP should be the cornerstone of your business. It should be included on:
- Advertising
- Business Stationery & Business cards
- Brochures, Leaflets & Postcards
- Your “elevator pitch”
- Networking meetings
- Website
- Online Advertising
Step 7: Make Sure You Deliver Your USP
Make sure you deliver because your customer’s have been ‘promised’ something and they expect it to be delivered. Don’t ruin your reputation by over-promising and under delivering!
By going through this 7 step process you can establish your strengths and focus on satisfying the needs of your customers. Offering a product or service that they want is the key to business success. It is not about price, it is about providing the right solution, solving their problem and building a long-term relationship. A strong USP delivered consistently and effectively will help set you apart from your competitors.
