Have you heard of a USP? Do you have one? The power of a good USP (unique selling proposition) is priceless. Think of Nike and their “Just Do It” or McDonald’s and “I’m Loving it”, they are reaping the rewards and benefits of a solid USP that speaks directly to their customers emotions and of course they have the solution. In my article “Are you building a brand or making one up” I spoke of how branding is a process of many features, and one of those features is definitely a USP.

Spend time exploring things about your product or service that is original to you. Call it your special sauce if you will.

1. The first thing to consider in your business is, what are my offerings. Basically, what is in it for your customers. Your product must solve a need or offer a clear and defined service to your chosen demographic. In addition, find the differentiation in your product and your competitor’s product. Promote this!
2. Today’s customer especially millennials, purchase products and services based on an emotional quotient. They want to know the products and services they use are in some way or another beneficial, safe, responsible even ethical in addition to being reliable and of good value. Your product or service must fill several of those needs.
3. How original are you? Spend time exploring things about your product or service that is original to you. Call it your special sauce if you will. If you offer the same product or service as your competitor, you should find ways to differentiate. It could be better service, increased benefits or features, whatever it may be, promote it!
4. Have you heard of the elevator speech? Well start thinking of the “company one liners”. Create as many short phrases about your company as you possibly can. Whether it is to sell the business, service, people, customer, etc., create them so at any and every opportunity you can promote your business and let everyone know how passionate you are about your business and what it can do for them. Try to resonate with their emotional senses, show them you can fill their product or service needs.
5. When all is said and done, every customer simply wants to know, “what is in it for me?” This is your chance to go directly to the point of your product or service’s benefits. Bottom line it for them. Visa tells the public, “We are everywhere you want to be”, it lets potential customers know that it’s use is global and so they will not have a problem having their card accepted at any and all merchants. What I am trying to say is, potential customers want to know that you can solve their issue or at the very least you can inform them of a potential issue that you already have a solution for.

When you are trying to stand out, think  very carefully about your brand and what it has to offer. Think about your competitors what are they offering? How are you different? How can you be different? That’s the message you have to get out, every single chance and in every single way and promote this!

Caroll Atkins
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