Are you familiar with a USP? If you aren't, your business is in trouble! I'll say it again, entire books have been written on this subject. USP simply means your "Unique Selling Perspective." In other words, what makes your business stand out from the rest?
- What makes your business different than your competitors?
- Why should a customer purchase from you instead of your competitors?
- What does your business offer that your competitors don't?
A great article, written by one of the world's top copywriters, helps put the power of your USP clearly into focus.
The author's name is Dan Kennedy. Dan has a lot of experience, having written sales material for some of the largest Fortune 500 companies around. What makes him so successful? He is able to develop a client's USP with pinpoint accuracy and capitalize on its amazing power.
Here is an example of what I'm talking about. There was a struggling pizza shop that was able to harness the power of a strong USP to transform their failing business into an empire. They focused on becoming UNIQUE, capitalizing on one aspect of the pizza business that no one else focused on. This created phenomenal results and their profits soared!
Of course, you know the pizza shop that this story is about....Domino's!
How were they able to successfully turn their business around? They chose a simple and clever slogan and combined it with a strong USP...."Delivered Hot and Fresh in 30 Minutes or Less.... OR IT'S FREE!"
The owner of Domino's did not choose to focus on fresh ingredients, the ripest tomatoes, or even special offers.
That was what everyone else was doing! This young pizza shop owner realized what his business needed and he hammered home his simple message. What did people want from a pizza place? They wanted their pizza FAST! This clever slogan, combined with an effective USP, turned this once failing business into a successful mega-million-dollar franchise!
So think hard and determine what sets you apart. Again, answer the three questions:
- What makes your business different than your competitors?
- Why should someone buy from you instead of your competitors?
- What does your business offer that your competitors don't?
(Note: This article is part of a mini-course with twenty lessons. You can find the entire free mini-course here: http://brentriggsblog.com/minicourses.asp.)
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