I had the pleasure of presenting a “Marketing Solutions for Small Business” seminar to a group of business people this week for the Fredericton Chamber of Commerce. One of the topics discussed was the development of a USP. Many had never heard the expression so I thought this would be a good topic for this week’s marketing tip.
Your USP is your Unique Selling Proposition. It’s the one thing you have that your competitors don’t. When you promote your USP you get more customers.
A USP could be a product or service that people want but others don’t sell. It could be something a bit more intangible like friendly service, warranty, guarantee or turnaround time.
As an example, the USP for Domino’s Pizza was “Fresh, hot pizza in 30 minutes or less or it’s free.” It certainly was a unique concept and separated them from their competitors.
Put your thinking cap on and come up with something that sets your business apart from your competitors. Once you have determined what your USP is, include it on your business cards, ads, and front and center on your website.
If your competitors have the same products or services, point out what makes you unique, what makes you better.