USP does not stand for ultra sensory perception – nope, its unique selling proposition. You may have spent some time researching and focusing on a particular niche for your online business. However, if you have not taken it a step further by developing a unique selling proposition, you could face an uphill battle.
A USP favorably sets your business apart from every other competitor. As marketing Guru Dan Kennedy states, a USP answers the question, “Why should I choose to do business with you, over all the other choices I have, which includes the choice of doing nothing at all.” Still with me? Let’s take a look at some of the more famous unique selling propositions and you’ll get the picture.
- Red Bull: “You get stimulation of body and mind”
- Domino’s Pizza: “You get fresh, hot pizza delivered to your door in 30 minutes or less.
- FedEx: “Your package absolutely, positively has to get there over …
So here are some steps to take to develop your own USP. Get out a piece of paper and start writing this stuff down!
First describe 3 of the biggest benefits of doing business with your company or owning your product. Try to make sure what you develop is unique. A statement like low prices is not going to get it done. However if you promise to ship same day as the order is received or your money back, your customer is more compelled to do business with you.
Be sure to be specific and offer proof. Consumers are skeptical of advertising claims companies make – so alleviate the problem. Finally try to develop your USP into a clear and concise sentence, just like the examples used above.
Still need some help? Here are some thoughts for online businesses to consider when developing their own unique selling propositions: free shipping, widest selection of products, expedited shipping, products ship quickly. Other ideas could include customer service – customer service 24/7 and you’ll be able to talk to a live person. Or maybe comprehensive information about products.
Whatever you develop for a unique selling proposition, just remember you are trying to stand out head and shoulders above your competition. So let’s see some examples of USP’s out there.
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