These concepts were taken from the book Getting everything you can out of all you’ve got by Jay Abraham.
In order to stand above the crowded marketplace, you or your company must offer your prospect or client a unique and distinctive benefit or advantage above and beyond that of your competitor.
After all, that is what motivates someone to buy something.
You first need to understand what your company does or can start doing for your clients that provides them with a result or an advantage superior to the competition’s.
This is called a Unique Selling Proposition or USP in short.
This USP is what sets your business apart from your competitors.
And after you identify that distinct advantage, you must show it to your potential customers by integrating it into all your promotional, marketing, advertising, and selling operations.
And you don’t just want to say it, you want to constantly demonstrate it.
That’s how a brand is built.
Here are some examples of companies and their USPs to give you a better understanding..
- Cheap price.
- Speedy service.
- Quality and craftsmanship.
Starbucks & Mcdonalds.
- Convenience. (You can find them everywhere)
Standing out more favorably, advantageously, and appealingly in the prospect’s or client’s eyes is a big reason why clients and employers will choose you over your competitor.
The more clearly you can show what makes you the better choice (offering more benefits, advantages, and bottom-line payoff), the more often they’ll choose you over your competition.
And this is not something you can do very easily. But the reward will be well worth the time.
Once a brand is established it is impossible to take it down. lt will give you differentiation from, distinction from, and the advantage over everyone in your market-place.
Think about what you do. And think about what your competitors do, or don’t do, and how you could do it better.
Your entire marketing and operational success should be built upon your unique selling proposition. No matter what happens you must fulfill your promise.
So these UPS fall into 8 general categories;
1. A broad selection.
2. Big discounts.
3. Advice and assistance.
4. Convenience (location, fully stocked shelves, immediate delivery).
5. Top-of-the-line products or services.
6. Speedy service.
7. Services above and beyond the basics.
8. A longer and more comprehensive warranty or guarantee than the normal.
Your business must focus heavily on one or two of these USPs. But that does not mean that you should forget about the other 7.
Xiaomi sells relatively cheap phones but they still manage to give the user a good experience.
The point is to focus on the one niche, need, or gap that is most sorely lacking-provided you can keep the promise you make.
You can even create hybrid USPs-combinations that integrate one marketing gap with another.
For example, most Top-of-the-line products also give speedy services and great advice and assistance.
Be Clear and to the Point.
The USP is the nucleus around which you build your success, fame, and wealth.
So you’d better be able to state it. If you can’t state it, your prospects won’t see it. And don’t be vague sate your promises crearly;
Five Times the Selection,
Four Times the Color Choice,
Three Times the Number of Convenient Locations, Two Times the Warranty,
And Half the Markup of Any Other Dealer
Or amplify your USP in a subhead:
Most Plumbing Contractors Handle One
Or Two Lines of Air-Conditioning
Acme Plumbing, Heating, and Air-Conditioning handles the ten best-selling brands-plus we are an authorized installer
and service center for five additional lines. Why accept little or no choice on a matter as important as your office or home comfort, when a call to Acme can put all the options at your command?
Or maybe like this,
Most Service Companies Work from 9:00 to 5:00
ABC Service Company will send a repair person when-ever you need one. We have twenty service people on twenty four-hour calls, seven days a week, fifty-two weeks a year-including holidays, even Christmas and New Year’s.
With twenty full-time service people always on call, we’ll respond within three hours-even on weekends.
One more important point: Our repair prices are the same whether you use us weekdays at 2 P.M. or weekends at 5 A.M. And our rates average 10 percent below our top ten competitors.
It’s simple language and you don’t need to be a copywriter or hire one to make ads like these.
Actions Speak Louder Than Words.
If you can go above and beyond with your service, you don’t even need to spend a lot of your precious time and money marketing them.
You can simply build your business through referrals.
Your client-services operation is an important vehicle for your USP. Your client-service people should know just as much about available choices, options, or whatever your USP is as your salespeople.
Make them aware that their jobs depend on ensuring that the promise behind your USP is fulfilled.
They should provide evidence to any client with a problem, complaint, or question that the USP is real and that the entire company is enthusiastically committed to doing whatever it takes to promptly fulfill that promise.
- Make a list of the real benefits or advantages that you already offer a client.
- Then list the benefits and advantages your competition offers them that you don’t.
- Now list the ways you could improve upon your competitors’ unique advantages.
- List any advantages you already possess.
Think about the biggest successes you know or see in any field. What’s their biggest single benefit (their USP) to their client market?
Is there a direct application here for you? When you understand and start focusing on and promoting the unique advantages or benefits you can offer your clients.
You will see great results.