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In developing your marketing message, it's very helpful to develop a Unique Selling Proposition, or USP.

What is a USP? The USP very clearly answers the question, "Why should I do business with you instead of your competitors?"

The USP may be used repetitively in your marketing literature to build the customer's or client's identification of your company with your product or service.

There are two major benefits in developing the USP. First, it clearly differentiates your business in the eyes of your current and potential customers or clients. Second, it focuses your team on delivering the promise of the USP, helping to improve your internal performance.

For example, who do you think of when you hear the phrase, "Fresh, hot pizza delivered in 30 minutes or less, guaranteed"?

Dominos virtually took over the delivered pizza market with that USP. Notice Dominos didn't even promise the pizza tasted good.

How do you think a Dominos delivery person would behave compared to a delivery person who works for a competitor without this USP? Do you think the team at Dominos made a considerable effort to develop systems to assure the USP was met?

Beware of the "cutesy phrase." The USP does not need to be expressed in 25 words or less. It could be a detailed set of performance standards. It should be tested to assure the USP addresses a need that is truly important to the buyer.

Would you like some assistance in developing your USP? We would glad to act as a facilitator for you and your team in this process.

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