Unique Selling Proposition Part 3

In this video, I continue to discuss the Unique Selling Proposition and get into the details of how to use the information you’ve gathered in the previous steps and begin writing and refining your million dollar USP!

How to write your Unique Selling Proposition

Once you’ve completed the research on your Unique Selling Proposition, you need to craft your initial USP. Don’t try to create a slogan or be cute. Write between 60 and 100 words that capture the essence of your uniqueness.

Once you have that and believe it fits the bill, start to wordsmith it down to fewer words. Read it into a recorder and play it back to see how it sounds to you. Improve it and then set it down for a day or so and read it again. Does it sound compelling? Is it filled with benefits for the client? Will it make a prospect say, “Really, tell me more?”

This video goes more into depth about actually writing your USP and gives some great tips and pointers about creating a powerful USP for your company.

Attract premium and profitable clients with a powerful Unique Selling Proposition

Why should I buy from you?  A simple question but one that few business owners are able to answer.  They say, “We have good service,” or “We’ve been in business for 50 years.”

To the we have good service company, I say, “Well, you better have good service or I’ll never be back.”  Good service is expected, it’s not a differentiator.  If you’ve been in business for 50 years, that may mean nothing to most people.  Who cares how long you’ve been around?  TWA was one of the best known names in the airline industry.  They gave good service and were in business a long time.  They are now a nostalgic memory.

Your Unique Selling Proposition (USP) answers the question, “Why should I buy from you vs. your competition or do nothing at all?”  If you can’t answer that question, then you are hoping your prospect will figure it out on their own and will hopefully decide you are worth the investment.

Creating a USP is not as dificult as it may seem, if you follow a process and approach it as a stategic project that answers the why should I buy from you with a compelling reason.  If you approach this as a project to create a clever slogan for an ad, you are handicapping yourself.  In a series of videos, I am going to walk you through the process of creating a powerful and compelling Unique Selling Proposition.

I hope that you find these videos helpful.  At any time, feel free to contact me, Paul Flood, to discuss or review your USP.