Discovering or creating my unique selling proposition or extra value proposition is one of the steps I need to complete before going out there to market my business. Before I can complete it however, it is important for me to have a good understanding of this very important concept.
In order for any business to grow and survive in this challenging market place of the 1990's and beyond I must be able to successfully answer these two questions:
1. Why do people buy from me?
2. If they aren't buying from me now, why should they.
A USP/EVP is more than just a cute slogan or catchy phrase. If there is no benefit there them it’s not a USP/EVP.
Here are the steps I took to create my USP/ EVP
1. Contact some of my customers or prospects and invite them to share with me why they do business with me or my competitors and why they needed this service.
2. Conduct a focus group with my virtual staff in order to gain their perspective of my USP.
3. Do a competitive analysis of my key competitors in order to isolate their strengths and weaknesses.
4. Compile all of the information gained from this research, my prospect or, and my competitions and clearly define their USP.
Here is what have been able to come up with and I’m still working on it.
Grow Your Business by 60% or more in 60 days without spending extra money on advertising
You Unique Selling Preposition/ Extra Value Proposition must answer these questions?
1. Of all the people in my field, what do I do that others do not?
2. What features of my practice set me apart from others?
3. What benefit can I promise that others do not
4. What should y prospective client worm with ME as oppose to someone else?
Grab a paper and take some time to think about your offers as oppose to what your competitors are offering and write it down. We’ll use this later in this 90 days launch to educate your environment on what make you unique in your field. I notice clients pay attention to this.
Create a practice that is truly noticeable. Seth Godin urges us to put the Purple Cow into everything we build and everything we do, to create something noticeable. His book is a manifesto for business owners who want to create product and service that are worth marketing in the first place.
Try adding extra values to your offers too. Add power and credibility to your service
Here are a few examples of winning USP’s I know of.
1. Avis Rent a Car “We’re number two. We try harder.”
2. Federal Express “When it absolutely, positively has to be there.”
3. Domino’s Pizza “Fresh, hot pizza in 30 minutes or less”
What do all three of these slogans have in common? They
are powerful statements of uniqueness that helped to propel
their respective companies to success.
Avis Car Rental knew that Hertz, the number one car rental
company, was so much bigger than them that they couldn't
compete head on so they positioned themselves as the number
two car company that worked harder for the customer.
Federal Express based their slogan on a promise of delivery
reliability. Dominos based their slogan on the fact that most
pizza eaters don't care how much stuff is on it but that it was
hot, fresh, and delivered fast.
Live Up To Your USP
Be bold when developing your USP but be careful to ensure that you an live up to your USP. Your USP should have promises, guarantees,policies and procedures, employee evaluations and other reinforcing processes to make each USP come alive.
Having a strong USP can make your business super successful, on the other hand, having a USP that you can't live up to is suicide. I'm sure that Domino's had to eat the cost of a lot of pizzas when they didn't arrive within 30 minutes, but they developed a system that allowed them to deliver on their promise consistently.
Come on get going. Start working on your winning USP.
Love and Success,
Joyce
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Online entrepreneur Joyce Oladipo, "Business Growth Queen," is creator of the winning Attractive Marketing E-zine to Jumpstart Your Business offline and online. To learn to Grow You Business In Less Time wth Ease sign up for FREE how-to articles and FREE audio class, at www.BeAWealthyEntrepreneur.com.
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