A Unique Selling Point (USP) is a short statement that summarizes what is unique or special about your company as compared to your competition.
Federal Express used: “When it absolutely, positively has to be there overnight”. This succinct USP immediately separated them from their competitors. It implied that their competition is not always on time; so if your documents or packages must be there, your only choice is FedEx.
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Domino’s Pizza launched their business with a simple USP: “We Deliver”. It didn’t take long for the other companies to begin home delivery in order to retain business. Domino’s then changed their USP to: “Pizza delivered in 30 minutes or it’s free”. This not only created a guarantee, it also separated them from the competition. No one else was willing to make that guarantee.
Your USP can be the force that drives your business to success. It rapidly conveys the primary advantage of dealing with you, rather than your competition. Whether it’s used in direct mail, email, print, radio or TV, your USP must become part of your branding. It is the statement that makes you stand out.
Your USP cannot talk in generalities. Better service, lower prices, friendly staff, etc.- are meaningless statements. Everyone makes these same promises, so it is important that your USP states something that is unique to your business and company culture. “In and out in 30 minutes or less” or, “factory wholesale prices guaranteed” are better ways to say the same thing. The more specific, unique, objective and provable your claim is, the more powerful your USP will be.
When Hallmark says: “When you care enough to send the very best”, they are telling you that the card recipient will immediately know you took the time to select the best, because they are important to you.
M&M’s iconic: “it melts in your mouth, not in your hand”, separates them from all other chocolate candies on the shelf
BMW is the “ultimate driving machine”.
A Moving Company: “We’re movers, not shakers”.
Please take some time to look at the advantages you have over your competition. You know who they are and probably mention them when you’re making a sales presentation. But identify the key difference that resonates with your prospects and create a short USP that states it quickly. Then, make sure your entire marketing campaign is focused on it. Put it on your signs, ads, website, and most importantly- direct mail pieces!
Tell the world what your competitive edge is with your Unique Selling Point.
