When it absolutely, positively, has to be there
You need a USP or a UPB (unique perceived benefit). Theoretically a UPB is more customer focused, but either way, you need one to give your customers a reason to choose you ahead of the competition and your USP is a great way of doing this.
This is what a USP should do…
- It’s the one thing that really differentiates you from your competition.
- It helps give you the WOW factor that makes your customers stand up and take notice.
- It makes your prospects think I must have this product or service.
The reason it’s perceived is that is doesn’t have to be unique to you but must be perceived as such to your prospect. All your competitors may do the same thing but if they don’t tell anyone about it and you do, you’re unique in the minds of your customers.
Very few small businesses do this and if you do, it will give you the edge. It will be the cornerstone of all your marketing efforts.
Here are some great USP examples…
- Fed Ex – when it absolutely, positively, has to be there.
- Dominoes Pizza – red hot pizza delivered to your door in less than 30 minutes or its free.
- Avis Car Rentals – we’re number two, we try harder.
- Polo mints – the mint with the hole.
