The Marketing Tip of The Week

Hi again and welcome to the new subscribers.

This week I’m going to write about a concept that when a potential customer is looking for a specific product, your company comes to their mind.

The concept is the “USP”.

USP is an abbreviation that stands for Unique Selling Proposition.

It simply means: your company offers your prospective customer a unique or distinctive benefit or advantage, above and beyond that of your competitor.

Our goal (you and I), with these marketing tips and everything else I write about and make available to you, is to make your business distinctive and unique in the mind of the customer.

The USP is a way for the potential customer, or present customer, to see your business as offering them a superior benefit or advantage that no other competitor offers them. It is something very valuable, very desirable, very important, very precious and meaningful to them that is not available to them anywhere else.

That’s what the heart of the Unique Selling Proposition is about.

When I go to neighborhood parties, or network gatherings, I get into a lot of conversations with business owners and professionals.

I ask them a simple question.

Can you tell me why your customers or clients buy from you instead of your competitors?

And guess what? Most of them don’t really know the answer.

Let me make a very important point here.

If you don’t know the answer that means one of two things: either (1) you offer a customer a unique set of advantages or benefits, but you’ve never identified them yourself, so your not clear about them, or (2) you don’t offer that customer an advantage or benefit and you’re just lucky to be in business in the first place.

Trust me when I say this…if (2) is your answer, then you will constantly be losing customers to your competition. Anytime your competition wants to offer your customer an advantage you don’t offer, they can take that customer away from you.

The reason I charge $5,000/hour when I do consulting work, is that I produce. What I produce is that Unique Selling Proposition that draws most of the customers from the competition.

I want to help you determine the most powerful advantage or benefit you can possibly offer a customer, or any future customer you ever appeal to, so that it will be irrational for your customer to chose anyone but your business to deal with in the future.

Sound exciting?

Here’s how you do it.

You identify what advantage, benefit, result, or protection your customer wants the most.

You identify what they’re not getting from somebody else they could be dealing with, and perhaps what they’re not getting in dealing with you.

And guess what? You offer it to them.

You don’t just offer it to them quietly. You incorporate the fact that you are now offering them this unique advantage or benefit in everything you say, everything you do, and everything you print.

Well that’s it for this week.

Next week I’ll continue on this concept and give you a few examples.

Till then, keep healthy.

Best Wishes,

Ken Varga
  ...using experience from my 35 businesses to help you generate millions of dollars from yours

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