Got a Great USP? Shout It Out

Do you have a USP for yourself or your business?

This is a question I ask every potential client. I rarely get an affirmative answer. Some people don't know what a USP is. Others answer halfheartedly because they know they don't have a USP.

What is a USP?
USP stands for "unique selling proposition." The term was created in the 1950s and originally referred to advertising. It meant that the advertising proposition to the customer should be: When you buy this, you'll receive a specified benefit.

The proposition must be unique, something that competitors don't offer or promote, and so compelling that it drives individuals to act.

Why a USP is So Important
A USP is important because it creates the foundation for all the messages you send out to the world about your business. Without a good foundation, PR efforts--and sales efforts--aren't as successful.

Examples of USPs:

• Volvo is the world's safest car
• Harmony is the one that gets me married
• Geico gives you 15 percent cheaper auto insurance by phone
• 1shoppingcart.com is your all-in-one solution
• Dominos will deliver your pizza in 30 minutes or it's free
• Bridge Partners is a search firm that places women and minority candidates
• Zable Fisher Public Relations is the leader in small business public relations

How Do You Find Your USP?
Answer these three questions:

• What do you offer that's unique?
• What do you offer that competitors don't offer or promote?
• What do you offer that's so compelling it drives people to act?

Let's take each question separately.

Question No. 1: What Do You Offer That's Unique?
Consider the following list:

Product. Examples: One-of-a-kind, unique features
Quality. Examples: Best ingredients, award-winning
Service. Examples: Money-back guarantee; shorter delivery window
Target Market. Examples: Dentists, moms, people with more than $1 million in assets
Style. Examples: Unique style or product
Price. Examples: Lowest price, highest price
Selection. Example: Largest selection
Location. Example: Convenience

Question No. 2: What Do You Offer that Competitors Don't Offer or Promote?
Remember, other people may offer it; but if they don't promote it, you can promote it and claim it. Shorten the list from question number one. For example, let's say you're an attorney. You may come up with the following items that competitors don't offer or promote:

• Low prices
• Focus on women business owners
• Woman-owned

Question No. 3: What Do You Offer that's so Compelling it Drives People to Act?
Think about everything you offer. What one thing actually drives people to do business with you?

In the example described above, you may be able to target women business owners who prefer a female attorney who experiences the same tribulations they do. Your USP might be something like: "For women business owners, by a woman business owner."

Remember, if what you offer is unique (or if people think it is), then you're more likely to attract business and have fewer price objections. And isn't that an easy way to grow your business?