Need Clients? Your U.S.P. Probably Needs a Checkup
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U.S.P. or your Unique Selling Proposition is so important that if you get it wrong you can stop wondering where your sales have gone.  You must honestly be able to answer the question, "So, why should I work with you over any other perceivable option?"  This scares a lot of people. And, what scares people

U.S.P. or your Unique Selling Proposition is so important that if you get it wrong you can stop wondering where your sales have gone.  You must honestly be able to answer the question, "So, why should I work with you over any other perceivable option?"  This scares a lot of people. And, what scares people they tend to avoid.

Small Bites - Big, scary projects are best tackled in stages.  Here are some bite sized tasks that can get you through.

  1. Be absolutely certain of your target audience.  Not only are they the audience who will buy your product/service, but they are clients YOU want to work with.
  2. Ask yourself, "Why should they work with you over any other perceivable option?" 
  3. Write down all the possible answers that you can think of. 
  4. Respond to these options with your long copy response. As you write, you should start seeing a pattern.  Certain words and phrases will emerge and that will be the basis of your USP.
Refine It - Once you have a good list with good answers, sit with it for at least a week.  Put them where you'll see them daily and be certain you are confident in each answer and your USP.  A strong USP also solves a real problem.  In business, these are usually one of the below.
  • Reduce Risk or Cost; 
  • Increase Revenue;
  • Reduce Labor or Operations Process/Cost

Your prospects need real life examples that prove you have done this. Give them hard facts, numbers and raving testimonials.  You also need to present your value back to your current clients before they start thinking you aren't worth it.  A regular progress report, status report or milestone meeting is essential.

All Messages - To attract your ideal clients, lead with this message and support it throughout whatever marketing piece you create.  And whatever you do, don't be dull.  Supporting a sound message doesn't need to be boring.  Please, anything but that!

Paula Pollock is Director of the Pollock Marketing Group: elevating business owners to marketing entrepreneurs, training them to know their client inherently and see market opportunities that were invisible before. To receive her quick-read, weekly marketing tips and her Special Report, “7 Client Attraction Secrets That Will Double Your Income,” CLICK HERE and sign up.www.paulapollock.com

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Jay Ehret     |24.4.117.xxx |2009-10-22 03:07:16
Good stuff to think about, Paula. A USP is also a promise. A good rule of thumb is to ask yourself what it is you promise to customers beyond the product or service you happen to sell. My rule of thumb is that your USP is always about your promise, and never about your product.
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Brian D. Hawkins     |24.4.117.xxx |2009-10-22 03:08:29
I’m finding we need to work harder than ever before to get in the door to pitch that U.S.P.. With the economy in the state it is, especially here in Michigan, businesses are being overwhelmed with sales reps from every conceivable angle. Referrals are more important than ever now. I go as far as asking clients to make a quick phone call on my behalf. It’s a tough thing to ask but it’s important.
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