Free Website Content - Unique Selling Proposition
Often businesses define themselves with what
is called a unique selling proposition. Many businesses
market their unique selling proposition to illustrate the
advantages of their product or services. When trying to
establish a unique selling proposition, it is crucial to
find ways to differentiate and distinguish your business
from your competitors, place emphasis on the positive differences
between others in the marketplace.
If you can not differentiate your company
based on what you sell, try to capitalize on how you sell
or support your products or services. A unique selling proposition
defines why customers should buy from one business rather
than a competitor.
The unique selling proposition (USP) can be
evident in all aspects of a business. Most often USPs are
conveyed through a slogan, a company motto, or a brand.
Think of the USPs that large brands have used over the years,
and what they are really saying.
Slogan: "Have it your way" - Burger
King
What they are really saying: We care about you, what
you want matters to us. We are willing to do things different
just for you, our customers are special to us.
Slogan: "Keeps going and going and
going" - Energizer Batteries
What they are really saying: Our batteries are superior
to our competition, no one else has batteries that last
as long as ours.
Slogan: "We bring good things to life"
- GE (General Electric)
What they are really saying: We are a powerful company.
We do more than just one thing, you can rely on us because
we have history.
Slogan: "Can you hear me now?" - Verizon
What they are really saying: Unlike our competitors,
our cellular coverage is very reliable. You will not experience
dropped calls or spotty coverage if you use our services.
Slogan: "You've got questions, we've
got answers" - Radio Shack
What they are really saying: We excel at customer
service. We staff knowledgeable professionals to help you
make a purchase decisions.
Slogan: "When it Absolutely Has to
be There" - Federal Express
What they are really saying: Our packages will be
delivered, a competitors may not be.
Each business is highlighting it's strengths
and conveying a message that will instill confidence and
comfort in their customers.
While a USP is one of the best way to successfully
market a business, don't just focus on the difference that
appeals to you. Focus on identifying and expressing what
is unique about the product or service that is of most importance
to potential customers. The USP should place emphasis on
the single item that is most important to prospective customers
and distinguishes your company above all others. Is it location?
Is it quality of materials? Is it superior level of service?
Another factor to consider when determining
a focus for USP is how easy is it for your competitors to
replicate. Many people make the mistake of using "price"
as their USP. Unless you are able to consistently sell an
exceedingly large volume, price is one of the easiest things
for competitors to compete with. Ideally your USP should
focus on something that others in your industry cannot easily
reproduce.
Leverage your business by defining and using
a USP in all aspects of your business.
About the Author:
Sharon Housley manages marketing for FeedForAll http://www.feedforall.com
software for creating, editing, publishing RSS feeds and
podcasts. In addition Sharon manages marketing for NotePage
http://www.notepage.net
a wireless text messaging software company.
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This article may be used freely in opt-in
publications and websites, provided that the resource box
is included and the links are active. A courtesy copy of
the issue or a link to any online posting would be greatly
appreciated send an email to sharon@notepage.net
.
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at http://www.small-business-software.net/free-website-content.htm
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