A seasoned marketer will tell you that to successfully sell your product or service, you must
understand what makes it unique. This special uniqueness, the thing that will make your product stand out in the marketplace, is commonly known as your 'unique selling proposition' (USP).
The concept is simple enough. Yet even experienced entrepreneurs often have difficulty putting the unique benefits of their product into words.
The Starting Point
The obvious starting point is to ask yourself what differentiates you from your competition. Is it the quality? Price? Are you targeting a niche market? Try making a bullet point list of your best - and most unique - attributes.
Once you have a feeling for your uniqueness, try pulling the benefits apart from the features. Too many businesses promote the features of their products, when it's really the benefits that sell. Ask yourself: who are my customers, and why should they buy from me? How does my product benefit them? Typical answers could be to save time, save money, provide a more comprehensive (one-stop-shop) service, etc.
The Process
After you have developed your own list of benefits it is time to call in the experts. Your clients. Select a few clients that you have good relationships with, buy each one coffee or lunch, and ask them to help you identify why they selected you over competing firms. You may be surprised
at what they tell you..
The next step is to put the overall picture together. You want to narrow down the list of the ideas and comments that you received into three core concepts. Once you have done that you will want to express each concept in seven words or less - brainstorming with people you trust can really help.
Review, Review
Now that you've refined your message around your USP it's time to review your communication materials - everything from your website, brochures, advertisements, and business cards. Are you effectively promoting your best selling points? Is your message clear? Is it compelling?
If your message is not clear and compelling…then it's time to redevelop your materials to promote the benefits - not the features - of your product or service.
Julie King
Julie King is Founding Partner and Managing Editor of "CanadaOne" she can be reached at
julie@biz-zone.com
"CanadaOne" www.canadaone.com is Canada's premier Internet business portal. With it's rich content and unique business tools, the site is dedicated to assisting Canadians grow their business. CanadaOne was created by Biz-Zone Internet group.
