Unique Selling Proposition?

14 years ago

Hi Rob,

Please, take a paper and a pen and try to answer this main question: "Why should I do business with you?"

You can narrow the aspects, like...

- is your product or service better, faster, cheaper, than your competitor's?

- is your product or service incomparable? in what respect? how?

- has your product or service more value than your competitor's? in what respect?

- is your customer service serve better your buyers? in what? how?

- do you pay more attention to that your buyers feel themselves exceptional? how?

- is your product more accessible? (instand download, next day delivery, etc)

- give your product or service more fun to your buyers than your competitor's?

... and the line could be continued even.

If you get this far, you already may know, in what you're better than the others. Your USP ought to exhibit to the whole world the most benefits/advantages you possibly can provide your potential prospects that your rivals presently don't.

Simple example. Say, you want to open an ice cream bar. By what you want to attract a buyer?

- 'fruit pieces flavoured ice cream'

- 'ice cream by the award winning Delicacy master'

- 'five minutes away from you'

- 'pay two, get three'

- 'child Discount'

- 'quiet lakeshore with birds'

etc. etc.

Those can be preferred by customers over others. The example would be limp a bit, but I hope, provokes your creativity in some way.

If you have decided on something that really demonstrates your specialty over others, then marketing your message towards your prospects as many way as possible. I.E tag line on your site or blog; on your invoices; in your signature; in articles, press releases, audios/videos; in radio or tv media; etc. Repeat them.

Many successes,

Sandor

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wenzel777

14 years ago

You need to find out what makes your product or service different from any other product or service in a favorable way. In today's market, where consumers have millions of choices for both products and services, it's expecially important that you create a strong USP.

Remember any of these?
Gillete: "The Best a Man Can Get"
Barnum & Bailey Circus: "The Greatest Show On Earth"
Avis: "We're Number Two. We Try Harder."

I'm particularly fond of Avis' USP, as it successfully establishes them in a favorable way apart from their competition. They're not #1. They're #2. And that's ok, because they're trying to be #1, and they'll work harder for your business. It's a great consumer-driven message and an excellent example of a good USP.

My advice: State a benefit or feature that only your product/blog has. As yourself these questions and fill in the blanks with a feature or benefit.

"Unlike the competition, my blog/product has _____."
"Unlike most competitors, WE ____."

Remember: Creating a good USP challenges you to look for benefits and features that separate you. To make an impact in an overcrowded marketplace, the USP gives you an opportunity to let your product/blog stand out.

Good Luck!

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fin

14 years ago

I read I great blog posts yesterday but forgot where.

It talks about how USP's as you traditionally know them are finished. There's too much information out there. Nothing is unique, but if you do find something there will be 10 people to jump in and copy you.

It says the new USP is the brand. You as the individual and the style in which you deliver. I think it's a great point.

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James Vang 14 years ago

I read about this recently in "The Wealthy Freelancer." Basically it breaks down to answering 3 questions about your service:

What do you do? (very easy to answer)

Whom do you do it for? (What market are you targeting in other words)

What makes you different? (This is what trips a lot of people up)

When it comes to differentiating your service from others what you need to do is look at your personal and professional life experiences and how they can put a unique spin on your service. For example, if you're a copywriter who's been an herbal remedies enthusiasts for the past decade or so you could use that fact to portray yourself as an authority when prospecting in that industry.

Here's another example: If you're starting a business as a personal trainer maybe you've had experience as a Drill Sergeant in the military and that gives you a greater understanding of how to inspire discipline.

A final (self serving) example would be my ebook writing service. I've had several years experience in IM and have written many books for clients on a variety of subjects about it. As such I can create an ebook on IM practically in my sleep and construct it in a way that fits perfectly into my client's business model for maximum results. This is because I already understand sales funnels, various IM business models, promotional methods, etc.

The fact is, everyone is unique and has had unique life experiences both professional and personal. Using those experiences to make your service standout isn't that hard if you take the time to really think about it.
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- JohnMcCabe 14 years ago
  
  Originally Posted by James Vang
  
  What do you do? (very easy to answer)
  
  James, on the surface this may seem to be very easy to answer. But finding a new way to answer it may hold the key to finding something that truly sets you apart.
  
  Take Ryanair (an Irish airline) for example. In his latest book, Wired Magazine's Chris Anderson uses them for an example.
  
  Ryanair, on select days and routes, actually gives away airline tickets. Everyone else charges for the tickets. Ryanair makes their money on ancillary fees (luggage, food, affiliate deals with hotels, car rentals, etc.) and profits on days and routes the others struggle with.
  
  The difference lies in the way they answer your first question.
  
  Most of the airlines sell seats on their airplanes. Ryanair sells air travel.
  
  Rob, look for ways to answer James' questions. Then look for ways you can answer them differently. That's where you'll find your uniqueness.
  
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Ron Douglas

14 years ago

Originally Posted by fin

I read I great blog posts yesterday but forgot where.

It talks about how USP's as you traditionally know them are finished. There's too much information out there. Nothing is unique, but if you do find something there will be 10 people to jump in and copy you.

It says the new USP is the brand. You as the individual and the style in which you deliver. I think it's a great point.

I read that too, great post. I think that was Ryan Lee's blog.

It's true. You are your own USP. Your unique experiences, credibility, and brand is what makes you different and appealing to customers.

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Bobdarko

14 years ago

Some amazong responses there! Thank you all!

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Muhsin Aziz

14 years ago

I gotta agree with Ron Douglas.
You can have your own USP just by being yourself.
It's probably the most easiest way and makes a whole
lot of difference.

How to be yourself with your customers is simply
by having a relationship with them.

And the best way in my opinion to build a relationship
with your customers/potential customers is through
an email list.

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Sandor Verebi

14 years ago

Originally Posted by Muhsin Aziz

I gotta agree with Ron Douglas.
You can have your own USP just by being yourself.
It's probably the most easiest way and makes a whole
lot of difference.

How to be yourself with your customers is simply
by having a relationship with them.

And the best way in my opinion to build a relationship
with your customers/potential customers is through
an email list.

Hi Muhsin,

Please, let me to say, email is only one segment of building soild relationship with your prospects/buyers. There are sevaral other channel, just name a few:

* your website/blog: visitors comment your post/audio/video and you answer them. This way already formed a connection between you.

* a webinar or teleconference also may be a relationship building and reinforcing element, if you do it right way.

* you can stay in touch with them by phone calls (or via Skype). They hear your voice directly, your connection will be more livelier.

* your personal meeting and conversation with your prospects/buyers in a seminar is the most useful factor - may not be delving into why.

These all are such kind of occasions when you can to transfer your USP to your audience and build customer loyalty.

Many successes,

Sandor

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JohnMcCabe 14 years ago

But Sandor, Muhsin isn't promoting any of those things in his sig...
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abuhanifa

14 years ago

i came here to answer OP but got a few answers to my question , thanks OP for starting this thread .

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williamk

Banned 14 years ago

Thanks for the list sandor verebi. Its really a great help to see this quick list. I have saved a copy of it.
This will help a lot for brainstorming later on.

Thanks
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Sandor Verebi 14 years ago

Originally Posted by JohnMcCabe

But Sandor, Muhsin isn't promoting any of those things in his sig...

John, it is possible that he had forgotten about those. With busy businessmann, it happens sometimes.

Originally Posted by williamk

Thanks for the list sandor verebi. Its really a great help to see this quick list. I have saved a copy of it.
This will help a lot for brainstorming later on.

You are welcome, William.
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elzafonv

14 years ago

some good angles here. thanks everyone. good thread!

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Bobdarko

14 years ago

Thanks for pointing out the Ryan Lee post. It's here for those that are interested The Death of the USP (1961-2012) | Ryan Lee | Continuity Income | Internet Marketing

It's all about your brand these days. How you brand yourself. Be consistent. Don't try and be someone you're not people will see through this charade in a heart beat.

One way to get your personality across is video. I am definitley going to start using much more video on my blog from now on.

Great info. Thanks for all the help.

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Rob M

Internet Marketing Gurus SECRETS>>>FREE REPORT

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sanjx01

13 years ago

You've got some awesome feedback from some great warriors.

Basically what you're looking for is what makes your blog different to the competition (Why is yours better, and why should someone look at your blog over another?)

~S

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