You Must Have A Unique Selling Proposition For Your Business To Succeed

You start an online business with your newly created or acquired product. You build a good website and you do good advertising.

Congratulations! You have a decent amount of visitors.

You cannot hide your enthusiasm. The sales would just follow.

But they do not.

You check your stats daily.

You try to compare conversion rates and think, "Sales should have happened by now". You may have occasional sales but to make that a regular occurrence you need to build an element in your business

Unique Selling Proposition

Unique selling proposition tells your customer why he should buy from you rather than other folks who are selling. Your Unique Selling Proposition (USP) is your product's most powerful benefit, combined with unique aspect of your business.

A lot of things can be made USP from "cheap price" to "good after services". What you are going to make yours depends on the product, your competitions and their USPs and what you can afford to do as USP. But I can help you with few things which are required to create a USP.

What is your product and what does it do?

Write all the features of your products and the benefit that it would impart.

What is the benefit to your customer?

How does your product improves life of your customer. Does it help him saving his time or work faster or improve his relations, help him earning money and so on. You can write these as they strike your mind.

What is unique about your product?

Why should a customer buy your product over the hordes of similar products. Remember! If your product does not have a competition then the product itself becomes a USP of your business until competition develops.

What is unique about you?

It would appear difficult to answer this question at first. But you must diligently work on this till you are able to find or produce a good answer. Your experience, your reputation, your integrity, your support service etc. List the things that you think you are good at. There should be a strong and convincing reason so that your customers decide to buy from you.

Choose the best feature in each category. Combine the three into one phrase.

Congratulations! You have a USP.

Crafting a USP is not a easy job. Most of internet marketers who have " me too" websites would find their situation similar to what we imagined in first para. As you work towards your USP it would also improve your focus and your vision about your own business. So! If you have not worked upon it till now, start searching for it.

Arun Pal Singh is an internet marketing consultant and web author who runs website http://www.homeforprofits.com to help online entrepreneurs with information and ready made products.

Visit http://www.homeforprofits.com to find how his information can provide the leverage that your business needs to grow and expand.

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The Power of Your Unique Selling Proposition - Show the Hiring Manager What Sets You Apart

Why should a company hire you?

How are you different from, and more valuable than, the competition?

You'll gain an advantage if you think of yourself as a product and your search as a marketing campaign designed to move that product.

Every product has a unique selling proposition (USP). For a product to break through the clutter and succeed, it's crucial that the company correctly identify a compelling USP, match it to the market, and communicate that message effectively.

Identifying the USP pretty much boils down to this: what kind of problem does the product solve? What makes it unique? Why is it better than the next product on the shelf?

As a job seeker, you're no different. You have a unique value proposition, too. Have you identified it? If you don't know what distinguishes you from the scores of other candidates who might be vying for the same job, the hiring manager isn't going to know, either.

Whether or not marketing has anything to do with your "day job," you need to think like a marketer.

You must figure out how to differentiate yourself from everybody else. You've got to put your finger on what's unique about you - and connect it to the needs of the hiring company.

After you've distilled your unique benefit into a concise statement of a sentence or two, you need to position it. Positioning is the basis for all your communications. Be consistent with your messaging. Articulate your unique value in your cover letter, in your resume, and during each interview. Reinforce it in your thank you letters.

Bear in mind, the statement of your unique benefit may subtly change depending on the prospective employer. Why? Because, like any company, you need to match the message to the market - in this case, the market is the specific company you're pursuing.

So - before you submit your resume the next time, here's what you should be thinking: what problem is Company ABC trying to solve with this hire? What are their needs? (If you don't know the answer, do more research.)

How are you a solution to the problem? What kind of tangible value do you offer?

What differentiates you from other candidates they may be considering?

Develop a compelling USP, then position yourself effectively, and you'll get the attention you deserve. Show the hiring manager what sets you apart, and how they'll benefit by bringing you into the organization.

Rebecca Metschke helps professionals improve their marketability. The author of The Interview Edge ([http://www.TheInterviewEdge.com]), a comprehensive career guide to career management, she also writes a daily blog posting strategies, tips and advice for thsoe whose careers are in transition.

[http://blog.theinterviewedge.com]

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Google AdWords Tips - Use Your Unique Selling Proposition

The first thing that most business owners create before they even build their website or even start a business from home or from a brick and mortar building is to create a unique selling proposition. This is basically the promise that the business owner makes to the customer.

There are ways that a unique selling proposition can be used to increase traffic to a website that is going to make the small business more money. It is a good idea for any business person to use their selling position as much possible to reinforce their commitment to the customer which in turn allows the customer to have more faith in the business owner.

· The first thing that should be done is to post the unique selling proposition at the top of the home page of the website as well as on every page on the site that is offering the items for sale. This is going to allow anyone to be able to see it whether or not they come to the site from the homepage or directly to a sales page from an ad.

· Include the unique selling proposition in all ads. Get the proposition out there so any potential customers are going to know what your site is all about and what the website is offering. This can mean the difference between skipping your ad and clicking on to purchase items from the website.

· Use the unique selling proposition in all email campaigns. Make it the header of the email every type you send out any email ads. This is going to keep your unique selling position at the forefront of the customers mind.

The main thing to remember is that you want your USP to be visible to your customer. You do not want to bury it at the bottom of any webpage where the customer may miss it.

What if you can't get more website traffic? Here's a "secret snowball traffic system" that has generated over 1,175,000 visitors for my tiny websites. Click Here Now to get this free video that will show you how to make it happen for your sites. http://www.jasonnyback.com

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Making Money Online: Unique Selling Preposition (USP) - Your Only Way To Beats Your Competitor

If your website is not making money online because you are not selling, you need to create a blueprint for writing a killer sales letter.

As an internet marketer, you know that your web sales letter if properly written will help to generate traffic to your opt-in list and consequently--a sale and profits for your website.

But how do you compel your prospect read and take action as what you wanted them to do?

How to do you make your prospect to opt-in or to buy from you specifically during or after they have read your presentation of your marketing message?

Besides featuring the benefits of your product or service, one of the fundamental skills of writing your sales letter is how you can pull your prospects' interest via your unique selling proposition (USP).

For example,

"Unlike most other weight-gain products, Weight Gain Buster helps you gain up to 1 pound of pure muscle per week-without any tiring exercise in the gym that may make you lose weight instead..."

"Buy from Gain Weight and gain 1 pound in one week..."

The choice here is obvious as Weight Gain Buster have conveyed the idea that no other product or service compares with theirs and have a strong competitive edge over Gain Weight.

"Earth's Biggest Bookstore"... proclaims Amazon.com

There are thousands of online bookstores but who is stopping you to buy from Amazon.com ? Its slogan and domain name clearly conveyed the message that they are the most dominant in the market. Amazon.com has no competitors.

All things being equal in the market place, you have to make a unique presentation in front of your prospect that you are the one that can solve their problem.

Your sales letter's presentation should be different. In other words, your offer is unique and is perceived more valuable than your competitors.

It is imperative that you should project your product and service as being unique from all your competitors especially if your product or service is homogeneous in nature. Everyone is selling the same product, whereas they come in different branding. So it is very important that your brand stands out among the crowd and get notice.

Not only your uniqueness gives your prospect a specific and strong compelling reason to opt-in and buy from you instead of your competitors, it create awareness of your branding online.

With the awareness of your online brand and marketing campaigns making unique propositions to your prospects, you would have convinced them to switch to you.

Ultimately, in order to make your website starts selling and making profits for you, give your prospects your unique selling proposition that they cannot resists. This is your only way to beats your competitor.

The author is the owner of EmailCashGenerator.com. In EmailCashGenerator.com is a system that enables virtually anyone who wants to make money online FAST. Remember, "People Fail, Systems Work!" For a limited period only, you can download "The Amazing Breakthrough Inbox Cash Techniques" the most practical "Use it today and make money tomorrow" instant Internet cashflow automation system any one could ever ask for by visiting: http://www.emailcashgenerator.com

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What Is Your Unique Selling Proposition?

In business, there will always someone bigger than you, who has more marketing money than you, has been in business longer than you, and who may even be able to deliver a product or service at a lower price. Your competitors may have higher internet search rankings and an army of followers on Facebook. How do you compete in the marketplace with disadvantages like that?

As a smaller player, you have some advantages of your own. You can address markets that are too small for large players to compete in at a profit. You may be able to serve the specific requirements of a niche better than your large competitors. Your level of service may be superior to what is available at your more established competitors. Perhaps you can offer a guarantee that larger competitors can't match. You can certainly make changes in the way you serve your market faster than larger competitors. Your products might be higher end with better quality and performance than those offered by mass market sellers. Finally, you may have an expertise that is important to a set of customers that large competitors can't match. However, in most cases the very worst thing you can do is compete on price against larger and better established competitors. It may work for a little while, but with limited exceptions, in the long run you're not going to be successful or make as much money as you should doing that.

The answer to competing in very competitive markets against larger and more established competitors is to develop your Unique Selling Proposition. The thing that makes your product or service different than all the others out there. Your product or service can't be an undifferentiated commodity. All of the possible advantages I listed above are unique selling features. They establish that your product or service is different than everybody else's, is not a commodity and offers customers a unique value proposition that they would find difficult to find somewhere else.

So what is your Unique Selling Proposition? What differentiates your offering to the marketplace? What combination of features will your customers find benefit them more than your competitors' offerings? If you're a distributor or manufacturer, can you deliver complete orders faster than your competitors, allowing your customers to keep less inventory? If you're in financial services or real estate, do you have some special education or experience that your clients would find valuable if they knew about it? Do you have so much confidence in your product or service that you can offer your customers a performance guarantee others can't or won't match. Can your customers call in and speak with a real human being on the fourth ring or better 98% of the time, making working with your business an exceptionally pleasant experience? You get the idea.

The key to knowing what your Unique Selling Proposition is lies at the intersection of two sets of information:

What you're really good at and are in a position to provide
What your customers find valuable

I've said it before: if you can't establish value, the only thing to talk about is price. So find out what your customers value and are willing to pay for that may not be evident at first glance. Ask them and keep asking them. Find out what they want, what they dislike, what they fear, what they are trying to accomplish with their purchase and what they would really like to see in a product or service offering. These are all clues as to possible points of differentiation. Then find a way to offer your product or service in a way that addresses that point of differentiation at a profit.

Once you've established your Unique Selling Proposition, customers need to know you offer it. It should be on your website, your collateral and your sales scripts. Every time a customer or prospect comes in contact with your business, they need to hear about or see your Unique Selling Proposition. When they do business with you, they need to experience it every time. It's your brand from that point forward. It's what you'll be known for. It's the reason prospects will choose your product or service over others in the marketplace, and the reason customers will keep coming back. It's what makes your business, products and services unique in the marketplace, and how you can compete with larger and more established competitors.

John Bulman is an author, business coach and corporate trainer in Orange County, California. He has an MBA and has recently published the book Profitability Thinking. John believes that when thinking and skills are changed at the same time, amazing results happen. His website is http://www.profitabilitythinking.com. He can be reached at info@profitabilitythinking.com or 949-667-6111.

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Create a Unique Selling Proposition to Increase Profits - Part 2 of 12

The USP should be the core message you share every time you contact your customer, and every time your customer contacts you. Here are three reasons why the USP is so valuable:

Your USP separates your business from the competition and makes it easier for customers to choose you.

Your USP goes inside your prospect's mind and positions your company as the top choice in your line of business.

Using your USP regularly reminds you what your customers are buying, and what you should focus your energy on doing better than your competitors.

If you want your product, service, or company to be in the front of your customers' minds, you only have one option. Make your USP the big idea of every marketing message you put out -- as well as the big idea behind how you run your business.

So how do you create a powerful USP?

By the time you finish reading this page, you'll know how to create a powerful USP -- I'll even give you the questions you need to ask yourself as the business owner, the questions you need to ask your sales team, the questions you need to ask your customers, and the research you need to do on your competitors.

But first, let's get a little guidance from Rosser Reeves, who first defined the concept of the Unique Selling Proposition in his 1961 book Reality in Advertising. There are three basic "to-dos" that define a USP -- and one big "don't."

Do these in your USP:

1. Make a benefit-based proposition to your customer -- i.e. "buy this product, get this benefit."target="_new"

2. Identify a uniqueness -- something your competitors do not, will not, and preferably can not offer.target="_new"

3. Make it strong enough to move the mass millions -- pack a punch!target="_new"

And what do you avoid? What Rosser Reeves called "The Deceptive Differential." Be careful in your USP that you don't position yourself as having a difference that your competitors can easily copy, emulate, or convince the market doesn't matter.

This is an excerpt from the article "Create a Unique Selling Proposition to Differentiate your Business and Increase Profits." The complete 14 page article was put together to be the best how-to resource on the internet for creating an effective Unique Selling Proposition. By the time you finish the entire article, you?ll understand how to create the most powerful weapon in your marketing arsenal. It includes examples, a definition of this under-leveraged weapon, and how-to instructions for you to do it yourself.

To read the entire article, visit: http://www.freshlookinc.com/create-a-unique-selling-proposition/

Roy Furr is President of Fresh Look, Inc.

Fresh Look, Inc. helps small business owners increase sales without spending more money on advertising. Their unique system leverages hidden marketing assets in your business to create more sales. They help you implement in your business for the most success. All results are guaranteed with a better than risk free guarantee. For more details, visit http://www.FreshLookInc.com

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The Unique Selling Point

How do you get customers to buy your product rather than your competitors? The answer is you need a Unique Selling Point.

A unique selling point (USP) is something that sets your product apart from your competitors. To compete with other products nowadays, especially online, you need a something different. You need to study similar products to ensure your competitors do not have the same USP or it is back to the drawing board. Here are some ideas to get you thinking about what your product's niche is.

Your USP could be that you offer free delivery to the customers home or business address. This may cost some money initially, but, you will gain the extra customers to make up for it.

Your USP could be that you offer a you product cheaper than your competitor. If this is not possible an alternative could be a one off Fire Sale.

Maybe your product accomplishes results quicker than similar products. This is very relevant today because people expect results immediately.

Your unique selling point could be that your business has been established longer than your competitors and therefore has more credibility. People assume you are not a "Fly By Night Trader" who will disappear s soon as the sale has been made.

How about some of these characteristics?: Does your product smell, taste or sound better than the others on the market. Does you product feel or look better than the rest. These are great selling points as the readers use their imaginations and vision themselves owning it.

"It is a most extraordinary thing, but I never read a patent medicine advertisement without being impelled to the conclusion that I am suffering from the particular disease therein dealt with in its most virulent form."

Jerome K. Jerome

Is your product portable and easily carried around? Can it be used without a mains connection? Can it be used abroad? In this day and age this could be the difference between a sale or no sale.

Your unique selling point could be that you've won a award for your product. This increases credibility in your product and would definitely make your product stand head and shoulders above the rest.

Another unique selling point could be that your product will last longer than similar products on the market. This would save your customer money in the long run and the bother of having to renew it.

Is your product is simple to use? The last thing your customer wants is a 300 page instruction manual that only a rocket scientist could understand.

What about safety features? This is a great unique selling point. Your customers will actually pay more for a product if it is proved to be safer than the rest.

It could be that your product was hand made. The perception by the public that handmade products stand for quality. If someone has taken the time to make this product by hand then the assumption is it will be well made.

Your unique selling point could be a money back guarantee no questions asked. Or even a lifetime warranty or an instant replacement should the product not work.

I hope this starts you thinking about your product or service's Unique Selling Point. there are dozens more and once you find yours I am sure you will see an increase in sales.

The author has been studying copywriting for over 11 years now and has filled his site with advice tricks and tips to help you increase your sales.

http://howtosell-online.blogspot.com

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How Your "Unique Selling Proposition" (U.S.P) Can Make You Huge Profits

What does your product, service or business do better than any other?

Why would someone want to purchase from you rather than your competition over at site x?

If you don't know, you need to find out!

Start by having a look at what you have to offer and compare it with the competition. Is yours as good, are their improvements that can be made? Maybe your product is similar to another but by asking the consumer how it could be improved you could do better, make changes, be in the forefront rather than lagging behind.

Amazingly enough, many products online (and off) no matter what they are sell better only for the fact that they have a few more features, more benefits, seem bigger, have more information, a few extra testimonials.

Does this mean that the consumer really needs all these extra items, in many cases the answer is no! But the consumer "thinks" they are more valuable only for the fact that they are getting "more" even if the price is higher.

If you are selling a service, how do you do it differently and better than any other? This may not always be additional add-on products or services that come with you main service, it may be an intangible benefit, a philosophy or way of doing business.

What do you as the owner of the business bring to your business? What uniqueness of "you" does your business have that others are lacking, can not or are not willing to bring to their own businesses?

Once you know what makes your business stand out from the crowd, your "unique selling proposition", you then need to advertise this to your clients. Your "unique selling proposition" is at least one benefit but can be more.

So how do you know what your "unique selling proposition" actually is or could be?

For most people it comes from "current knowledge" and or a "gut feeling" (intuition).

Have you looked at your own product or service and you "know" intuitively that it could be much better?

Have you looked competitor's sites and picked a whole heap of problems but you know your own site could also be so much better?

Have you seen a "need" in your industry that isn't being filled but haven't acted on it?

Maybe you already have a "unique selling proposition" (which you could not be aware of) but you're just not advertising the fact which if done, would result in higher profits?

And then there's this last one which is more common then you think especially if you are a solopreneur trying to start online. You know that something, a product or service could be done so much better or differently to what it's being done now but up to this point you haven't had the confidence to step out and start it your self?

People really underestimate this online. Now if you are reading this and you already have a successful business, online or off it may not matter to you so much. However if you are new to business, been working for someone else on a average wage, there is a confidence barrier you will need to eventually break through.

I personally know as I have seen many marketers hit this wall myself included.

Once I decided that I was going to present my business in my own unique way, or utilize my own "unique selling proposition", that's when things started happening.

So with that being said, what is your "USP" and get promoting it today!

Chris Taylor – helping web based business achieve unique distinction & maximum growth by building "life-time, client based relationships”.

Visit one of my online resources and I will show you how to increase your business profits and clients quickly and easily starting today – [http://www.thewebtrafficco.com/adb]

Copyright © CATDynamics - Catdynamics.com 2005.

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Create a Unique Selling Proposition to Increase Profits - Part 8 of 12

The next part of creating your USP is knowing the answer to this question. How do your best customers understand your business?

Your customers have a unique perspective on your business that you will never get from being an insider. They also have experience being a prospect of your business -- they know what it is like to choose to do business with you instead of your competitors. If you truly care about their well being and in that spirit you contact them and ask for and listen to their opinion, they will love to give it. In addition to the beneficial knowledge you'll receive, they'll feel validated as a customer and will likely come back to do more business with you.

The key to conducting these interviews with your customers is to truly care about what they have to say. And not be calling to sell them something. You need to just be getting their opinion -- because ultimately that will be hundreds of times more valuable than any sale you could make with them with this one contact. Take notes -- their answers are valuable.

To do this you'll want to call or otherwise contact your top 15 to 20 customers. These are the customers who spend the most money with you, or purchase the most frequently. Here's what to say to them:

"Hi, this is ______ from _______ company. This isn't a sales call. I was actually hoping you could help me out today. I'm calling to get your opinion about my business. I picked you out because you're one of my best customers -- and what you think matters to me. I have six quick questions that should take less than five minutes to answer. Would you be willing to give me your honest opinion?"

1. Are you satisfied with the service you have received from us?

2. Is there anything you would like to see us adjust or change to serve you better?

3. What was it that caused you to choose us?

4. Have you patronized any other businesses in this industry? If yes, why?

5. Do you have any crucial or obvious needs that are overlooked and not being taken care of by anyone in this business?

6. What would you say is unique or that separates us from other such businesses?

"That's it. Thank you again for your opinion today. And thank you for your business."

This is an excerpt from the article "Create a Unique Selling Proposition to Differentiate your Business and Increase Profits." The complete 14 page article was put together to be the best how-to resource on the internet for creating an effective Unique Selling Proposition. By the time you finish the entire article, you?ll understand how to create the most powerful weapon in your marketing arsenal. It includes examples, a definition of this under-leveraged weapon, and how-to instructions for you to do it yourself.

To read the entire article, visit: http://www.freshlookinc.com/create-a-unique-selling-proposition/

Roy Furr is President of Fresh Look, Inc.

Fresh Look, Inc. helps small business owners increase sales without spending more money on advertising. Their unique system leverages hidden marketing assets in your business to create more sales. They help you implement in your business for the most success. All results are guaranteed with a better than risk free guarantee. For more details, visit http://www.FreshLookInc.com

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How To Stop Struggling With Your Unique Selling Proposition

If you are in business, you will have heard people drone on about the need to have a unique selling proposition. That you need to understand what makes your business unique and stand out from the pack.

Taglines, punch lines and brand development people all start by focusing on your uniqueness. And to be perfectly blunt... this quest for identifying your "uniqueness" is actually the greatest block most businesses face when trying to market their business.

Let's start by defining the problem with the word "unique". Ask the average person on the street what the word means and you will get answers like "one of a kind", "nothing else like it" and "incomparable". So far so good.

Now ask them to think of one unique business - one that is a "one of a kind" with "nothing else like it" or "incomparable" and the conversation rapidly dries up. They stutter and stammer. They start half saying something and then trail away when you ask, "Is that really unique?"

Then ask them what makes them unique as a person, and you will find you get blank looks, the odd platitude and sudden excuses to hurry away.

No Business is 100% Unique

Realistically there is no one business that is 100% original. If we go back to ancient texts, you will find the saying "there is nothing new under the sun", so this has been a problem that has been around for a few thousand years.

Asking businesses to identify their uniqueness sets up a mental paralysis for people. Their minds go into a loop with no conclusions being drawn. Or, it creates a situation where people grab platitude answers while trying to settle their minds (just look at any dating site to see how people deal with being asked to describe themselves). Neither of these solutions really helps the situation.

This is not to say that the quest to find out what makes you different is a fool's quest and needs to be abandoned. People do want to know what makes your business different from the rest and the reason why they should buy from you.

Questions to help you work out your difference

So perhaps better questions to help you tease out your difference or essence are:

What are your strengths?
What do you do differently to other people?
How precisely do you do what you do?
What do people value about you?
What do people regularly say about you on feedback forms or testimonials?
If you asked your favourite clients to describe your business and what it does, what do they say?
What value do you add to other businesses?
What do businesses or people feel after they have worked with you?
Do they get the same feeling and value from all parts of your business, or do different parts create different results?

These gentler questions prompt thought and answers, rather than paralysis.

Try to consider both your view of the world as well as your client's viewpoint. Often a person from the outside looking in will highlight blind spots or hidden gems that you were not aware of.

The bottom line is the word "unique" is a rocky shoal upon which many marketing efforts have floundered. Stop trying to be unique and find your difference or essence instead. These are calmer and easier waters in which to sail.

Ingrid Cliff is a Brisbane copywriter and the Chief Word Wizard of Heart Harmony - her writing services studio that helps put your business into words. Visit her website for a free copy of " Copywriting Secrets: Seven Secrets of Compelling Copy and Powerful Words".

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Do You Have A Unique Selling Proposition (USP) For Your Online Home Business?

Having a unique selling proposition (USP) is what separates you from all the people, who compete with you in your marketplace. It's what makes you so unique from others who sell similar products or services. Your USP is what makes customers choose to buy from you and not from others. It's what makes you to have a unique advantage in business over others. Have you ever thought of having one?

Your unique selling proposition is a determining factor to your success in any business. If you are not yet clear about your uniqueness, then it's really hard to succeed in business. You should know that there are always other businesses that offer the products or services you offer. This means that for you to survive the competition, you must have something unique that attracts people to do business with you.

In a competitive marketplace, you should focus on how to differentiate your products or your services and your whole business from others. You have to think about how best to position your business so that you stand out of the crowd in order to withstand the competition and to make money online. Have you ever thought about it?

Remember that everyone offers professional services, quality products, quality services and value for money. If you also position yourself as someone who offers the same, then it may really be difficult to attract customers to buy from you. To stand out, you will have to say something else that is unique and different.

Coming up with a unique selling proposition is something you should consider carefully. You need to think about it deeply in order to identify your uniqueness. You should be clear about what you do or what you want to start doing that communicates clearly what is different and unique from your competition. After identifying your uniqueness, you have to build your brand name with it. You have to communicate your uniqueness to everyone you do business with and in various ways.

An effective unique selling proposition should basically find the solution to the problem your targeted customers have, what they want and what they will benefit. For instance, if you have a web designing business and you have identified the problems with your potential customers as being slow loading and unattractive websites designed by people who take too long and have little knowledge in online marketing, you can easily know that what they want are beautifully designed fast-loading websites with highly optimized web pages. For demonstration purposes, you can come up with the following USPs:

"A fast loading website designed in just a week"

"A quick and simple website with pages loading in less than 5 seconds"

"A web designing business that meets your online marketing needs within a week"

"Nice-looking and fast loading websites designed by an experienced online marketer within a week"

In the example above, you can notice that each one of the USPs provides a solution to the problems of the customers and defines what they want to fulfill their needs. If your targeted customers come across those messages and they find out that you are a better person to meet their needs, you stand high chances of doing business with them.

Having a USP and communicating it to your potential customers alone is not enough. You have to be part of each and everything you do. This simply means that just having your USP only in words doesn't work and will NEVER work for you. You should live it by showing it to your customers in actions. It's very important to exhibit what you stand for by doing it.

As a piece of advice, consider developing a USP for your online business to take it to another level. Communicate it to your targeted customers on your website, in your adverts, on your business cards, and in any other way that you may deem necessary. Finally, live what you stand for by showing it in your actions. It's your actions that will substantiate and speak louder than your words.

Charles Kiyimba helps people to discover Great Home Business Ideas needed to start and to grow a home online business. Visit today to find out more about the secrets of building a Successful Home Business.

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Communicating Your Unique Selling Proposition

Life is about competition. Whether you are a businessman, student, job-seeker, worker or even a beggar, you are daily confronted with peer competition. To stay ahead of competition, you need to identify and effectively communicate your Unique Selling Proposition also known as "Unique Selling Point" or "Unique Sales Proposition".

Memory lane

Some years ago, a man who said he had just been released from the prison was begging people for money in Lagos, Nigeria. Midway into his narration of how he had been mistakenly arrested and imprisoned, the cobweb of his good command of English Language caught almost everybody around and aroused sympathy towards him. Before he could continue giving details, almost all the people around had started giving him money because they were convinced that he was not just an ordinary beggar begging for money (out of sheer laziness). Because English Language has become a non-material instrument of gauging people's height on the socio-intellectual ladder, people quickly believed that he could not have been a criminal after all. He was able to get attention ahead of other beggars because of his impeccable English, his Unique Selling Proposition.

Distinction

As a job-seeker for instance, while preparing your curriculum vitae or cover letter, you need to think about your Unique Selling Proposition, what stands you out. As a business organisation, for instance, identifying and communicating your Unique Selling Proposition will greatly boost your chances of survival and profitability. The benefits you derive from effectively communicating your Unique Selling Proposition are embedded in the three words making up the phrase "Unique Selling Proposition". In other words, through structural decomposition or segmentation of the phrase into constituent parts, you can clearly understand the benefits.

Segmentation and interpretation constituent words

Let us start with the first (adjectival) word "Unique". Being unique implies that you will clearly stand out in a crowd of your competitors. Just like I normally say in my motivational talks, when you are unique, especially through excellence, you will be sitting when competitors are sleeping; standing when they are sitting; outstanding when they are standing; you will stand out when they are outstanding. Even when some of them try to stand out, you will become the standard with which their stand-out will be measured. Yes! But it can only be achieved through extraordinary hard work. The second constituent word is "Selling". Being able to stand out will help you persuade prospects and customers alike to exchange money for your product or service. The third constituent word "Proposition", a distinct proposal from a special person or organisation that you have been, will easily help you get business or sales, especially that you have stood out in a crowd. You can see the interconnectedness in the constituent concepts of the phrase "Unique Selling Proposition".

Investment of efforts

Building your Unique Selling Proposition requires investment of a lot of efforts. But it is a worthwhile venture due to the added advantage derivable from it in terms of edge over competitors. The task of composing a Unique Selling Proposition can sometimes be taxing. Yet, every business needs to identify and communicate its own, to be able to stay ahead of competition. A lot of businesses market their Unique Selling Proposition by stressing the advantages of their products or services. In your Unique Selling Proposition, place emphasis on the positive differences between you and others in the marketplace. However, if you cannot differentiate your business in terms of what you sell, why not capitalise on the way you sell or your accessibility or good location? Most often, the Unique Selling Proposition is articulated through a slogan or credo.

Weak Unique Selling Proposition

One major factor that is worthy of note when determining your Unique Selling Proposition is the ease with which your competitors can copy it. Research shows that many people and organisations mistakenly use pricing as their Unique Selling Proposition. But this is ineffective and weak except you are capable of sell a large quantity on a consistent level. Just as Andrew Griffiths says in "101 Survival Tips for Your Business", you need to charge the price your product or service is worth irrespective of the pressure of competition. This is because price competition is risky. There is no disputing the fact that you need to know what your competitors offer. In short, you cannot compete effectively if you lack knowledge of what you have to contend with in terms of competitors' activities. So take some time and conduct research into what they have. Even though there are many possibilities of composing a Unique Selling Proposition, the best thing to do, however, is to adopt a Unique Selling Proposition that creatively offers an answer to a clear vacuum in the market that you can actually fill.

Application of SWOT Analysis

You can easily discover the vacuum by applying Strengths, Weaknesses, Opportunities and Threats (SWOT) Analysis to the operations of competitors in your industry and building your strength in the areas of your competitors' weaknesses. Then you can communicate this strength through your Unique Selling Proposition. It is also noteworthy that communicating a Unique Selling Proposition that a person or an organisation lacks competence for can be very tragic as credibility may be eroded. For instance, imagine a transport company that has vehicles plying only half of the 36 states in Nigeria using a Unique Selling Proposition such as, "We cover nooks and crannies of Nigeria"! What happens if prospective passengers go there to get vehicles to others states not covered only for them (the passengers) to be told that services have not been extended to those states? If we apply Aristotle's Inductive Reasoning of Theory of Syllogism, such prospective passengers will just conclude from a specific instance to reach their conclusion that the transport company may not even be plying other areas effectively or at all. So using an empty slogan as your Unique Selling Proposition may cause more harm than not having a Unique Selling Proposition at all.

Last words

In writing your Unique Selling Proposition, be specific not vague. For instance, "This vehicle is the fastest" is vague. Instead, say, "This vehicle covers... kilometres in... hour(s)". "This stove cooks fast" is vague. Instead be specific and say, "This stove cooks beans in... minute(s)". Identify and communicate your Unique Selling Proposition today and you will be able to stay ahead of competition.

GOKE ILESANMI, Editor-in-Chief/CEO of http://www.gokeilesanmi.com and Managing Consultant/CEO of Gokmar Communication Consulting, is a Certified Public Speaker/Emcee, (Business) Communication Specialist, Motivational Speaker, Career Management Coach, Renowned Book Reviewer, Corporate Leadership Expert and Editorial Consultant.
For business discussion, reach him on +234(0)8055068773; +234(0)8056030424
Email: gokeiles2010@gmail.com

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