This is by far the most common Marketing Mistake people make…
Let me explain…USP is the one thing that differentiates your business from your competitors in the minds of your customers and prospects.
The USP is what makes the difference between having a truly outstanding business or merely a good one, or worse still, a poor one.
Occasionally the USP already exists in your business – you just need to discover it and then articulate it in a way that makes you stand out from the crowd. However, in most cases, the USP has to be created, often out of ‘thin air’. We can’t stress enough how important this is to you. How can you expect your customers to be able to choose you, over and above any of your competitors, if the customers can’t quickly see what it is you do that is so unique and beneficial to them?
Outstanding businesses have been founded on a USP alone. For example, here’s a very well known USP…
“Red hot pizza delivered to your door in 30 minutes or less – guaranteed.”
Tom Monahan of Domino’s Pizza created one of the most successful fast-food franchises in the world from the strength of this USP. So did Fred Smith of FedEx (“When it absolutely positively has to be there overnight – FedEx”).
Please don’t dismiss the importance of USP. We guarantee your competitors are unlikely to have one. This will make a massive difference to the growth and profitability of your business.
Plus, there are other factors to consider…
If you are viewed by your customers and prospects as being the same as your competitors, what do you think becomes the important criterion when customers want your product or service?
That’s right – price.
There’s no hiding the fact that as soon as you create the USP, you automatically take your business out of the ‘price war’ and into the nirvana of higher prices/fees – and less competition!
And that is the power of a USP.