Unique Selling Proposition

Think about this:  A prospect for your product or service is bombarded with 3,000 or more marketing message a day. They happen to see or hear your ad, walk by your store or run into you at a networking meeting. You have anywhere between 5 and 30 seconds to grab their attention.

What is your message, what do you say? If you are like a lot of businesses, you say your name and what you do and hope your market will magically remember you, your company, your name and come to you when they need your product.  This is the thought process around a lot of brand advertising. The problem is that most small businesses don’t have the luxury of waiting around for the brand to build.

I think there’s a better way. Instead of saying who you are and what you do, why not give a compelling and powerful reason for your prospects to do business with you right now? In other words…

Why Wait? Give your prospect a reason to buy NOW!

What you need is to give your prospects and customers a good reason to call you and call you quickly. You do this by creating a powerful Unique Selling Proposition (USP) and combining it with an Irresistible Offer.

Creating your USP is the first step in creating your multi-pillar marketing system. It defines who and what you are and is the reason you are in business.

Your USP answers the question, “Why should I buy from you now, instead of from somebody else or doing nothing at all?” If  you can’t tell a prospect or client why, how can you expect them to figure it out by themselves? As mentioned above, there’s a huge amount of clutter in the marketplace and you’ve got to cut through it if you hope to connect with your market.

Most people think a USP is a catchy slogan. If you can create one that’s catchy, great but be sure the message is clear. Others think the USP is about who they are or what they do. The USP is about what you do for the customer. A good USP will have your prospect saying, “Oh really? Tell me more!”  I tell prospects, “I can increase your sales by 25% or more, in as little as 90 days, without your risking an additional dime in advertising.” When I tell that to a business owner looking to increase sales, they ask me to tell them more.

Your USP should do the same. If not, it’s just more clutter in the marketplace.

Have you ever thought about how amazing it would be if you had USP in your marketing message that had prospects lining up to do business with you? A powerful USP is pure marketing gold. If you’ve thought of mining for that marketing gold, you can learn prospecting and mining and start digging or you can have your own USP in a matter of days. If you’d prefer to skip the learning curve and go straight for the gold, you’ll want to give me a ring or drop me an email about my USP creation service.

If you’d prefer to keep getting your name out there hoping clients show up, all the best. If you want to get your name out there to get clients in the door now, we need to talk.