How To Choose An Optimal USP…
Write A USP That Establishes You In A “Category Of One”… Yet Works For You, NOT Against You
Let me explain what I mean.
You have a Unique Selling Proposition (USP), whether you realise it or not. By now most businesses are familiar with what that means on some level. If not, you might want to check this article.
But having a USP, and actually designing one that A) works in your market, and
B) works for you is a whole other ball game.
See, you could tell everyone we are the perfect business. We get everything done fast and easily, and you’ll never have to worry about a thing… One problem. Let's imagine this angle worked. You would be so overrun that you couldn’t possibly keep up. That’s why:
You must be strategic about your unique selling proposition (USP)
…Because it's NOT going to work for you otherwise.
So in this short article, let me share a story of someone who nailed their USP early on with a F-errrr-EAK success and we will dive into how you can build yours.
First of all, before Domino’s was Domino’s™️, it started with two college students who planned to pay their way through school.
It rapidly evolved from a local start-up, to an overwhelming success,gradually expanding into a global force.
Now, of course, there are many factors behind this. But one of major one was their USP:
“Fresh, hot pizza delivered in 30 minutes or less, guaranteed.”
Note: the specificity in their claims. The reasonable timeframe.
If you asked 1,000 people to name the first thing that came to mind when you say “pizza”, how many do you think would say “Domino’s”?
Well, the infamous marketer Dan Kennedy did this, and it turns out 85% said “Domino’s”. Imagine if you surveyed everybody in your niche and the first thing that came to mind? Your business. Wouldn’t THAT be something?
Tom, of course went on to live the life, buying up the Detriot Tigers for $53 million and securing financial abundance.
USP is a truly powerful strategic mechanism that underpins and connects a business's marketing and operational aspects.
It can take months or even years to develop one that works for the business and for you…
Remember: a great USP must mutually complement you and your business. Just applying this can put you a world ahead of your competition.
For help defining the right USP for you, reach out to apply to become one of our select few clients here:
