The Unique Selling Proposition - What is it?

A unique selling proposition allows a business to focus on what is unique, special or different about it. It expresses the uniqueness in a short single statement, which should be incorporated into your Strategic Plan.

I. A USP focuses

In developing a USP a business owner is forced to carefully look at his business to see those things which differentiate the business from another one. If you cannot concisely describe what is special about your business, it brings in to doubt its potential success. It also focuses your staff on delivering what the USP promises to customers.

II. A USP identifies

It identifies to your customers and potential customers what is so different about your product or service that is different from your competitors. It answers the question, “Why should I do business with you instead of your competitors?”

III. How to construct a Unique Selling Proposition

There are a number of questions to ask about your business to help construct a USP: In looking at your business, what is so special that differentiates it from your direct competitors? List these and decide which to concentrate on. Which of these items provide the most benefits (not features) to your customers? Which are not able to be copied by your competitors easily or at all? How easily can these be communicated and understood by your customers or potential customers?

IV. How to use your USP

The usual ways of communicating your USP are promotion programs such as direct mailing, media advertising, on packaging and through sales or agency staff.

V. How successful is it?

The simplest test of your USP is how well known it becomes and how well it sells for you! If you are carrying out customer surveys or questionnaires, this item can be covered.

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