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23 May 2017 Published in Blog Written by 

Your USP Is The First Bright Light

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news business  Differentiate or Die!

What makes you more unique, more valuable, and more visible in your marketplace?  The old saying "Differentiate or Die" rings true today more than ever and having a unique selling proposition (USP) will dramatically improve your company’s positioning and marketability by creating the following:

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  1. Unique - It clearly sets you apart from your competition, positioning you the logical choice.
  2. Selling - It persuades another to exchange money for a product or service.
  3. Proposition - It is a proposal or offer suggested for acceptance.

Your USP is the force that drives your business and success. It can also be used as a "branding" tool that deploys strategy combining tactical marketing tools, such as an ad, a e-blast, an article - and certainly use on your Website. This chain of branding allows you to build a lasting reputation and begin to own market share. 

The ultimate goal of USP payback is to have people say to you: "Oh, yes I've heard of you. You're the company that...”.

Is Developing Your Own USP Easy?

It is not. Once you start, you may wish you never got started. But, the effort invariably winds up benefiting your company in a number of ways. Likely the best outcome is that you strategically map your company's personality, features, benefits, and much more. Look through the five steps below and consider how you normally approach your company's marketing.

Step 1: Use Your Biggest Benefits:Clearly describe the three (3) biggest benefits of owning your product or using your service. Let me be blunt. Your prospect doesn't care if you offer the best quality, service, or price.  You have to explain exactly WHY that is important to them. Think in terms of what your business does for your customer and the end-result they desire from a product or service like yours.  So, what are the three (3) biggest benefits you offer?

Write them down on a piece of paper...

Step 2: Be Unique:Your USP separates you from the competition, sets up a "buying criteria" illustrating that your company is the most logical choice, and makes your product or service - the "gotta have" item and (Not your competitor's.)   Write your USP so it creates desire and urgency.  It can be stated in your product identity itself, in your offer, or in your guarantee:

  • PRODUCT: "A unique baseball swing that will instantly force you to hit like a pro."
  • OFFER: "You can learn this simple technique that makes you hit like a pro in just 10 minutes of batting practice."
  • GUARANTEE: "If you don't hit like a pro baseball player the first time you use this new swing, we'll refund your money."

Write your ideas on paper now...

Step 3: Solve An Industry "Pain Point" Or "Performance Gap": Identify which needs are going unfulfilled within either your industry or your local market. The need or "gap" that exists between the current situation and the desired objectives is sometimes termed a "performance gap".  Smart business owners who base their USP on industry performance gaps are frequently the most successful.

Step 4: Be Specific and Offer Proof:Consumers are skeptical of advertising claims.  So alleviate their skepticism by being specific and offering proof when possible.

Write your ideas on paper now...

Step 5: Condense Into One Clear And Concise Sentence: The most powerful USPs are so perfectly written, you cannot change or move even a single word. Each word earns you money by selling your product or service.  After you get your USP written, your advertising and marketing copy will practically write itself! Now take all the details about your product/service/offer from the steps above and sculpt them into one clear and concise SENTENCE with compelling salesmanship fused into every single word.

Write your ideas on paper now. . .

Step 6: Integrate Your USP Into ALL Marketing Materials:  Variations of your USP should be included in ALL marketing materials, such as...

  • Advertising and sales copy headlines
  • Business cards, brochures, flyers, & signs
  • Your "elevator pitch", phone, and sales scripts
  • Letterhead, letters, & postcards, PowerPoint presentations
  • Website & Internet marketing
  • Blogs & all social media content

Step 7: Deliver On Your USP's Promise Be bold when developing your USP but be careful to ensure that you can deliver. Your USP should have promises and guarantees that capture your audience's attention and compels them to respond to you. Having a strong USP can make your business a big success or a big failure if you don't deliver on it thereby ruining your reputation.

Using a powerful USP is the driving force that builds your business success.  Construct your USP and use it to optimize your marketing materials for maximum results.

Pat Dwight

Contact HQZ for more information about this topic. Email: This email address is being protected from spambots. You need JavaScript enabled to view it. or call: 949-454-6149.


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Last modified on Tuesday, 20 June 2017 10:57

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