Real World USP Examples

Last week I gave you three questions you should consider when you craft your own unique selling proposition. I also told you I’d dissect two “real world” USP’s that I use in two businesses that I’m involved with. To see where we’ve been, see my blog here. For the 2 real world examples, read on.

We talked last week about some of the most effective USP’s I’ve seen and we mentioned Domino’s and FedEx. Those were short, sweet and to the point. However, there is value in USP’s that are not short. Now I’m not talking about long-winded, totally-drawn-out USP’s that nobody can remember, but a longer one can have just as much meaning and value as a short one.

Here are two examples I hinted at last week. Here’s one for our retail supply business, American Retail Supply:

Everything you need to run your store – on time, every time, from the people who know only happy clients come back.

To you, that may not mean much, but to the independent retailer or regional chain (our bread and butter clients), this has tremendous value.

Here’s one that may have some meaning to you:

Helping direct mail marketers increase their ROI with creative, unique and clutter busting 3D mail products and grabbers.

That’s ours at 3D Mail. I admit I don’t use it nearly enough, but now that I’ve shared it with all of you, I’ll certainly start using it more.

You’ll notice in both USP’s we’re not trying to be everything to everyone. In fact, it’s just the opposite. If you don’t have a store, the American Retail Supply USP means very little to you, in fact, you’d probably stop reading after the first line. But if you own a store, it speaks directly to you. Every store owners hates having multiple PO’s with multiple vendors. They hate when their supplies don’t arrive when they’re told they will. They can relate to it.

The same goes for our 3D Mail USP. Right off I state that we help direct mail marketers. If you don’t use direct mail, it’s not for you. But if you do, you certainly keep reading. We even make a promise of increasing the ROI of those who use it. No a bad USP if I may say so (I did write it, so I better like it!)

Here’s a litmus test for you. Ask your clients what they think your USP is. If they can get close, then you’re on the right track. It may not be exactly phrased right, but if they get the big picture, you’re doing something right.

That wraps up our series on USP’s. We could go on and on with USP’s, you could spend an entire seminar on the topic. We’ll march on later in the week with our new topic. See you then!

Finding Your USP, Part 2

On Tuesday we talked about the ways you can find your own, unique USP. Some of those included product or price advantage, or a process advantage, plus a few others. To review see that blog post here. We’re going to go over some other methods you can use to create and craft a winning USP for your business.

Here are three questions you should ask yourself before you start tackling your USP:

1. What do you do better than anyone else in your category?
2. What can you do better than anyone else in your category?
3. What should you do better than anyone else in your category?

Some of the best USP ever took those 3 questions and created entire businesses around them with short, memorable and descriptive USP’s. Domino’s is probably
the best example out there:

Fresh, hot pizza delivered in 30 minutes or less or it’s free.

Notice there no mention of good pizza, quality ingredients,or anything else. Just hot pizza, FAST. FedEx’s is no slouch either:

When is absolutely, positively has to be there overnight.”

Here’s another one. As amazing as it sounds, a COMPETENCY USP actually works now. Most business are so incompetent at what they do (however, those business are finding it a bit tougher now days). Here’s a great example of one I read in a newsletter not too long ago:

What if you actually liked your Attorney? We listen, we respond. We return your phone call.

I want to track this attorney down and give him my business! On Tuesday we’ll wrap up our discussion on USP’s, and I’ll dissect two USP’s we have for two businesses I am involved with, and I’ll give you a few more examples of great USP’s. I’ll talk to you then.

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Finding Your USP

We kick off a new segment last week on Unique selling propositions, or a USP. To review click over to me blog below and see what you may have missed on Friday. Today, we’ll discuss a few different ways to find your USP.

My marketing mentor, Dan Kennedy, defines a USP as:

“Why should I, your prospect, do business with you verses any and every other option available to me in your category?”

So how do you answer that question? Here are a couple ideas. First, you can have an advantage in price. Personally, I think this is the last place you want to be. Frankly, the track record of the “low cost leader” in just about every category lasts only so long. There’s always somebody out there will to do something cheaper than you are.

But, there are plenty of other ways to go. For example, you may have a product that is unique only to you, and that doesn’t necessarily have to be the next wiz-bang, cutting edge toy. It can be something as simple as the way you package your product that your competition doesn’t do, or refuses to do.

You have a process that’s different that everybody else. Ivory soap used the USP, “99.78% Pure” for decades, so everybody assumed they had the purest soap. We’ve come to realize over the years that most soap are 99.78% pure. But they brought the process of creating the soap and used it as a USP.

Third, do you provide a service or a level of service that no one else is providing. I know of many doctors who have practices that have limo service pick up, grand piano players in the “waiting room” (a barely dare call them that), dentists who have private patience rooms. They have a level of service the average doctor doesn’t meet.

I have some more ways to help you answer the USP question. I’ll be back on Friday for more examples.

Your Unique Selling Propsition

We’re going to start down a new road today. We’re going to be starting on the topic of a USP, your unique selling proposition. This may be opening up a BIG can or worms, and it can be one of the hardest things you do with your business. But it’s well worth read.

A USP is made up of all the things that your have say and offer. But a true USP is the thing or things that differentiate, that you do differently. That are different by personality, price, offer guarantee, whatever, so you stand out in a positive way.

Why should you develop a USP? There are many reasons. Just a few of them include.

• It will give you an incredible marketing advantage over your competitors.
• Those that create a USP experience huge growth over a relatively short period of time.
• Without one you are extremely vulnerable to competition.
• It will create clarity in your business and in your mindset. It’s what you are about and what you want people to think about you.

Here’s the biggie lesson of the day. Only you can create your USP. You can’t hire a consultant to do it, or a coach, only you. And I’m not going to lie, it’s not an easy thing to do and it requires a lot of thought and work. But over the next few marketing tips, we’ll get you well on your way if you don’t yet have one. If you do, this will hopefully bring some further insight if you wish to revamp your current USP. I’ll see you next week.