Whatever you call it, “unique selling proposition” (USP, “extra value proposition” (EVP, “competitive advantage,” “strategic marketing position,” or “strategic marketing advantage,” “reason-why marketing” is enjoying unprecedented acceptance in businesses. Just maybe, tough economic times were needed to open minds to the concept. Still, speakers, trainers and gurus continue to offer a limited view of this important topic.
The right USP is the beginning of all optimally effective marketing. Without it, no marketing can be as effective as it otherwise might be.
The right USP is one that covers all the bases a USP needs to cover, yet it states all that it must in a most efficient and memorable way.
A USP differentiates the business. It sets the business apart from the competition. It sets the business as the standard in the industry, as though there really is no competition.
A USP positions the business as the competitive leader. It states a company’s strategic advantage over all others. It stakes out a strategy as the company’s strategic marketing territory, unencroachable by the competition, the right USP must be credible. It must not only be believable, but inspire the reaction, “You know, I hadn’t thought of it that way, but that’s exactly right!” It must inspire enthusiastic agreement. It must convey the obvious truth about the company. It must be that credible!
The right USP communicates to the market. It gets on their wave length. It lets people know you understand them. It conveys the underlying message, “We feel your pain.” As some wise sage once said, “People don’t care how much you know until they know how much you care.” It speaks to the heart!
The right USP is compelling. It leads people by the emotions to an action that satisfies their wants and desires. It does not push people; they will resist being pushed. It leads them, gently but powerfully, by the heart strings.
The right USP is implemented. It is on every business card. It is on every letter head. It is the sub heading of every ad. It is on the lips of every associate. Only then will it be on the mind of the buying public.
Once effectively implemented, the right USP is the foundation that makes all other marketing as effective as it can be. The right USP optimizes results whether you’re generating traffic or converting that traffic to paying customers.
Gene Shambaugh
Incredible! This makes the total difference in success or failure. Go for it!
Hi Gene, yes once you’ve determined a USP. But the problem most people have is how do they determine the USP. I’ve been having quite some problems with that when training others. The USPs they came up with just weren’t cutting it and in the end were just cookie-cutter USPs which defeats the purpose.
I just wrote an article about how to do it for Hotels since I’m in the hotel industry.
How to work out your USP, for Hotels
This is a great summary, I would like to link this into my site for reference on a blog I posted about the importance of a USP for marinas.