When asked “what type of business do you have?”
1. Do you have a long explanation about what you do? gold
2. Do you have a fast and agile speech that demonstrates the nature and strength of your business?
Do you have a USP?
Do you know what your unique selling proposition is? Your USP is that component of your business that makes you different and therefore seemingly superior to your competitors. It is absolutely important that you find something that your company has or does that is truly unique in its field. Fedex promised next day delivery. Domino Pizza guaranteed a free pizza if your delivery is more than 30 minutes. What’s yours?
Here are 9 questions to help you think:
- Is your company the biggest, the fastest or the cheapest?
- Do they offer the best prices or the best service, or both?
- Do you have the best guarantee or a great after-sales service?
- Do you have the most extensive inventory?
- Or do you specialize in a key or niche area?
- Are you the only business of its kind in your district, city, country or region?
- Do you deliver when others don’t?
- Do you offer credit, exchange, returns, trial periods?
- Do you have the friendliest sales staff?
You probably don’t have them all, but there must be something that sets them apart. That “something” you can include in your marketing message that makes people see you as the problem solver and respect you as the solution provider. When you find that “something”, relate to the benefits of your product / service that will help your customer. Each PVU must be related to a direct benefit to the customer.
People don’t just want their letters and packages shipped. They want it fast and Fedex made their target audience a sensible promise: “When absolutely, positively it has to be there overnight.” Fedex imposed a delivery deadline: overnight, not 24 hours later, not the next day. His promise was set in stone. None of his competitors had ever made such a public promise or such a bold claim. Just by finding your USP and making a bold, strong statement, Fedex monopolized “overnight courier service” in the minds of consumers for a long, long time. They have replaced this winning slogan with many other corporate slogans, the latest being “We live to deliver”, but you still remember that they can deliver overnight, right? Surely you also remember “It’s the real thing” from Coca Cola. Even if you were a Pepsi supporter, you have no doubt that Coca Cola is the first cola ever made, right? I’m not sure? Never mind, I’ve made my point.
Find your USP and you will find your direction in all your marketing efforts.
