Writing Your USP

niche marketing 

Where To Start..

INTRODUCTION

In the previous articles we introduced the concept of a Unique Selling Proposition (USP) and why a well-defined USP is crucial to your marketing efforts. We also explored some real life examples and shared our checklist what makes a good USP. Now we will go a step further by showing you how to write one and how you can tell the world about it.

TWO TYPES OF USP’S

1. Brand USP

A brand USP tries to differentiate your entire company

  • FANTASTIC FURNITURE – “The Package Deal Kings”
  • STATRAVEL – “We Know Because We Go”
  • DISTINCTIVE PRINT – “When it has to be done… Right!”

2. Product/Service USP

A “product/service” USP focuses on a differentiation by focusing on a specific attribute of your product or service.

WHEN DO YOU USE A “BRAND” USP VERSUS A “PRODUCT/SERVICE” USP?

In simple terms, your business should always have an overarching point of difference that you deliver whenever you are “generally” communicating about the company. Use a “product/service” USP when you are specifically promoting your products or services.

For example, if you want to create an advertisement promoting your brand, then you would just focus on your company differentiation. Likewise an advertisement promoting a specific product will need to emphasize the single biggest point of difference of that product or service.

WHAT IS YOUR COMPETITION DOING?

How you decide to differentiate yourself will largely depend on what your competitors are doing. If they have a clear and established differentiation, this will give you a good idea as to where you could go, and where you should not. You need to ensure you stand for something different to your competitors. A USP means you no longer have to go head-to-head with your competitors. And if your competitors aren’t smart enough to use a USP, then this is your lucky day!

WHERE DO YOU FIND YOUR USP?

Your USP can originate from anywhere in your business. It can come from the service you offer, the products you provide, your facilities, your location, your staff, your expertise, your networks or your brand. The diagram below highlights some areas in your business where you can look for your point of difference.

YOUR BUSINESS

STAFF PREMISES PRICING PRODUCTS SERVICES

 Expertise

 Parking  Cheap/Budget  Quality  After Hours

 Experience

 Location/s  Premium Warranty  24/7 

 Background

Public Transport 

Interest Free  Support  Value Added 

Appearance

Quality

Installments Materials Home Delivered

Manner

Size Free Manufacturer Speed/Efficency

 

If you'd like to speak to Bruce Doyle 'Global Guerrilla Marketing Master Trainer' and the Team about 'Your' Marketing Apply for a Complimentary Strategy Call where we'll conduct a Marketing Audit for You.

 

About the Author

Bruce Doyle

Guerrilla Marketing Master Trainer (personally mentor by Jay Conrad Levinson)

Global Business Coach of the Year Hawaii 2003, Author of 4 Business Books, Entrepreneur and Founder of UnlimitedBusiness.com

Bruce has worked with 1000's of Business Owners over the past 20 years plus he's owned and operated over 30 Businesses across a range of industries. His focus is teaching business owners how to dramatically GROW PROFITS and GET MORE FREEDOM IN THEIR LIVES. 

bruce doyle business coach