Sometime ago, I wrote about developing a 30-second commercial and five of the key points that go into making a successful elevator pitch. Part of that pitch can be your unique selling proposition, or USP.
If you’re wondering what a USP really is, it’s the words, phrase or sentence that defines what differentiates you from your competition. The reason people should do business with you instead of with someone else.
If you already have your USP and use it every chance you get, let me ask you this – Does your USP contain the phrase(s):
If so, then your USP, is just a selling proposition, because I can pretty much guarantee that it’s not unique. Those may be great selling points, but they are very commonly used – so much so that they are almost meaningless to the person hearing them.
Your USP should be some combination words (3 words separated by commas works) or a phrase or sentence that really embodies the essence of your company.
Not sure where those words should come from? How about starting with the words your customers use to describe you, the company, and/or your products and services.
Also, take a look at what you truly do different than your competition. That is what sets you apart.
Building a truly unique selling proposition is not easy. It takes time, effort, thoughtfulness and even a little help from your customers.
Got a truly unique USP? Please share it by posting it as a comment.