DS9 SEO Fort Lauderdale on Unique Selling Propositions
Your USP is your “Unique Selling Proposition”. It’s your number one reason why a potential client or customer will benefit from your business. If you have not thought of a USP yet, take a look at some examples below.
“A Shoe for a Shoe, And a Smile”
Toms Shoes are inexpensive and offbeat. This isn’t enough to make them stand out in the competitive shoe business. Their killer USP is that with every purchase they send a brand new pair of shoes to children in need.
“We’re number two. We try harder”
Avis, the budget car rental company also has an interesting USP.
They were able to spin their unfortunate position as the second largest car rental company. With the help of Doyle Dane Bernbach, this campaign helped moved Avis’ market share from 11% to 35% in just four years.
“ You get fresh, hot pizza delivered to your door in 30 minutes or less or it’s free”
Moving our agency from New York City to South Florida has brought us closer to Domino’s Pizza. Its’ no Brooklyn slice but it fills the pizza void in between business trips. Their USP is direct and to the point
This does not roll off the tongue but is an amazing unique selling proposition. It spells our their guarantee in a clear and concise manner. A side note on why this is no longer used, apparently the drivers were having incidents with car accidents trying to deliver within the time period.
How do I create my own USP?
Step 1: Describe Your Target Audience
Before you can even start marketing your services, you need to know who you are targeting. In this step, you want to be as specific as possible. For example, if you are a Web developer with a CMS expertise, instead of targeting anyone who needs helping building or modifying a CMS, you may identify your target client as a small business owner who is looking for a developer well-versed in MODx to customize his/her site.
Step 2: Explain the Problem You Solve
From your prospective clients’ perspective, what is the individual need or challenge they face that your business can solve for them?
Step 3: List the Biggest Distinctive Benefits
In this step, list 3-5 of the biggest benefits a client gets from choosing to work with you that they could not get from someone else (i.e., what sets you apart from your competition). Again, thinking from the clients’ perspective, these benefits should explain why your services are important to them and why they would choose you over another provider.
Step 4: Define Your Promise
A big part of a successful USP is making a pledge to your clients. While this can be implied instead of spelled out in your USP, write down this promise you make to your clients in this step.
Step 5: Combine and Rework
Once you’ve completed steps 1-4, take all of the information you listed and combine it into one paragraph. There should be some recurring ideas and thoughts, so you’ll want to start merging statements and rewriting in a way that flows and makes sense.
Step 6: Cut it Down
In this step, take your paragraph from step 5 and condense it even more into just a sentence. You want your final USP to be as specific and simple as possible.
Take your time while doing this exercise and do several drafts over the course of a week until you arrive at your final USP. A fresh mind and perspective is essential, so I would recommend doing this at the beginning of your day versus at the end when you are tired. You also may want to come back and do this exercise again, once you try out your USP for a while, or if anything changes with your business.
To see what the final result should look like, Wikipedia has some good examples of successful USPs.
Do you have a USP? If not, do you think you’ll take time to create one?