Here’s a simple exercise to help you identify your USP:
- Gather together a couple of people from your team, or who know something
about your business.
- Put yourselves in the shoes of others in your industry, especially your
prospective customers.
- Pinpoint the types of things these others might say about the products,
services and companies in your industry. Don’t holdback - include stereotypes
and globalisms – sometimes even funny ones will help.
- Make a long list.
- Step back into your own shoes.
- Now, read your list. What makes YOU or your company different?
- Select the most compelling ones that you honestly come by and incorporate
them into your marketing program.
Some ways to use your USP:
- Sound-bites or elevator speeches
- Marketing messages
- Brochures
- Value Propositions
- Advertising
- Press Releases
- Proposals
Susan Martin is owner of Business Sanity. Visit Susan on the
web at
www.business-sanity.com to learn more about her Business Sanity program or contact her at:
susan@business-sanity.com.