These 3 Letters Could MAKE or BREAK Your Business

6 replies
That's right, three simple letters. U. S. P.

It's been almost a year since I started aggressively seeking out Internet Marketing information on this forum, and I've probably read hundreds of threads and tried out more ideas than I care to admit.

I would continually see this 3-letter acronym being thrown about by various WF members, always briefly acknowledging its existence and then just as quickly dismissing it.


"Oh yea, of course, the 'Unique Selling Point.' Of course that's important and of course I'm taking that into account when selling a service or product."


...Finally I began to realize that this thinking was like looking up at an airplane and saying, "Sure, I understand physics. It flies in the air..."


In other words, there is SOOO much more to the USP than I ever could have imagined.


In fact, it seems to me, that only those businesses that really nail this aspect of their marketing make it above the fray of wanna-be-successful competitors that never really make it.


It's taken me MONTHS to understand the USP of many of my clients that I am currently marketing to and I still have new ideas about how best to market my product and am always thinking of new aspects or new USP's to consider.


In the end, this is the main reason anyone will give you their money.



There is so much depth to this, at every level, from the ways and avenues in which your target client is most likely to seek the information you're providing, to how you position your product or service.


Many of the Warriors here have listed some great books to learn more about all of this and you'll be doing yourself a favor by heeding their advice.


I'm writing this as a notice to anyone and everyone; not to underestimate the USP!


I used to think it was just another aspect of marketing or sales, just as important as every other aspect, yet I will posit that this is the single most important aspect of anything to do with your business.


I've also learned a few things first hand as I've been getting increasingly better results as I enhance my USP's.

People are lazy - Make it as easy and as pre-done/pre-packaged for them as you can

People are competitive - Always make sure they are seeing your product and service in a context of how it puts them at an advantage over their competitors (or in danger of falling behind if they don't buy what you're offering)

People want the 'newest, brightest, shiniest, coolest toy' - Think Apple iPod and that entire culture (getting the latest upgrade, newest model, etc). The entire mobile devices/smartphone industry has played this up like crazy. Everyone wants to know they are getting the coolest latest whatever-it-is

People want what others have - Similar to the above, and of course there's social proof worked into this as well. If they know that others are using it and that it's popular, then they will want to use it too

People have egos - Why did you choose them? Was there something about them that made them worthy for being considered to buy your product or service, or will that come once they purchase whatever it is you are selling?

People do not want to be bothered - Unless you instantly make clear how whatever you have will be of benefit to them, right away, they will immediately put up their defenses against whatever it is you're offering (think the TV show 'Shark Tank')

There is so much more, yet these are just some commonalities amongst the general population and most clients and prospects you'll likely be selling things to (maybe these should be called GSP's - general selling points)


I would say that you can't spend too much time understanding your prospects; how they think, feel, smell, breathe, everything.


Maybe you are able to sit down for an hour or two and instantly understand your prospect in every way, however for me, this was something I significantly underestimated and didn't realize how deep the rabbit hole really went when it comes to understanding your prospect.


It is truly selfless, in that you may no longer even consider what you're trying to accomplish (i.e. the sale) and will see things completely from the eyes of your prospect and what they are thinking and feeling.


You'll hear this over and over again on this forum - Provide Value!


In order to truly achieve this, you may first want to think about what it is your target prospect values more than anything else.


All I can really say, is not to underestimate the power of the USP, for those who get this and understand it will hold the key to their consumers' brains, hearts and wallets.
#business #marketing your business #usp
  • Profile picture of the author taranisman
    It's also important to remember that you are selling yourself.

    Who you are and what skills you have are your best asset. Not how many article submitters you have or how cool your website looks.

    Especially when dealing with business owners, just be yourself, be positive and most importantly, LISTEN!

    Listen to what it is that they want and find a way to deliver that.

    Even if you have to outsource the whole thing and make a very small profit, it's all about getting your foot in the door.

    Once they trust you and you deliver a high quality product in a timely manner with excellent customer service, they will listen to your recommendations on any other service you do.
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    • Profile picture of the author livitweb
      I also believe that it's what you do after the sale that could keep your customers and make them come back for more. When you have something to sell, we do want to tell our clients that our product has something that the others don't, hence, your USP. However, once your product is sold, can your customers come back to you for additional help on what they purchased? Because if you have excellent customer support service, your clients will be back, and perhaps, take others with them too.
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  • Profile picture of the author lucidbs
    I totally agree that USP is crucial to IMers. I think having a passion on what your create would be another good one too as personally, I have been involved in countless projects and only those that I really enjoy would last. Others just come and go and slowly fade away without passion.

    Just my 2 cents.
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  • Profile picture of the author infoway
    Regardless of what business you are in, if you have any competition and you don’t have a unique selling point, your sales will suffer as a result.
    Having a unique selling point is vital in a business of any size and in small business it is especially so.
    Regardless of what your unique selling point is, it should be something that makes your offer more tempting to a potential customer than anything offered by your immediate competition.

    Focus instead, on something that will add real value for your customer without costing you the earth. For example, offering a free product worth £10 will cost you less than offering a £10 discount because the product won’t cost you £10 to buy in.
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    • Profile picture of the author Intrepreneur
      Being adaptable is more important than a USP. Attract an audience and adapt tp them. If they want a specific USP, give it to them.

      I take it you've just read some of Jay Abraham's stuff juding by what you've written.

      Don't get sucked into the USP thing as being the most impressive thig about business because it isn't. There's lots and lots of factors.

      But yeah, you're still right.

      You need to position yourself in the eyes of the prospective buyer with some form of USP. Something that attracts them to you over another.

      But don't forget, it's hard to have a USP that can't be matched.
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      • Profile picture of the author InTh3Moment
        Originally Posted by livitweb View Post

        I also believe that it's what you do after the sale that could keep your customers and make them come back for more. When you have something to sell, we do want to tell our clients that our product has something that the others don't, hence, your USP. However, once your product is sold, can your customers come back to you for additional help on what they purchased? Because if you have excellent customer support service, your clients will be back, and perhaps, take others with them too.
        I think that's a great point. If people focus on the sale and not what comes after, they could be missing out on the MAJORITY of their business, as having repeat clientele could easily make up the bulk of your income.

        Originally Posted by Intrepreneur View Post

        Being adaptable is more important than a USP. Attract an audience and adapt tp them. If they want a specific USP, give it to them.
        Isn't this basically an adaptable USP? I still agree that being adaptable is vital to survive.

        Originally Posted by Intrepreneur View Post

        I take it you've just read some of Jay Abraham's stuff juding by what you've written.

        Don't get sucked into the USP thing as being the most impressive thig about business because it isn't. There's lots and lots of factors.

        But yeah, you're still right.

        You need to position yourself in the eyes of the prospective buyer with some form of USP. Something that attracts them to you over another.

        But don't forget, it's hard to have a USP that can't be matched.
        If it's a USP that's being matched then I guess it's not really a USP :p

        I also agree there are many other factors that will be integral for success.
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