Thursday, February 18, 2010

What Makes You Different?

Really...what does make your business different?  If someone would ask you why they should shop with you instead of XYZ store...what would you say?  A typical answer from most biz owners might be, "Our customer service is better or the best prices"....blah, blah, blah!  Absolutely everyone says that...its time to come up with something better for sure!

Here is where a carefully crafted USP (Unique Selling Proposition) comes in handy.  Whats a USP you might ask?  SIMPLE...its a short sentence to short paragraph statement of what truly separates you from your competition.  Consider this for a minute...what one thing do you do, qualification do you have or line do you offer in your business that no other competitor in your area does?  For jewelry store's USP is:

The Gold Mine Fine Jewelry & Gifts is the only award winning Unifour area jewelry store that is owned & operated by a Registered Gemologist Appraiser, assuring the customer of trusted, one of a kind jewelry & services!

Since I was the only RGA (Registered Gemologist Appraiser) in my area, I turned this into a benefit of confidence with customers.  Here is how you might start to develop your USP

(Insert Business Name) is the only store that offers (insert your offer) assuring the customer of (insert blank)

Once you have developed your USP...start infusing it in everything you do...yes, every radio/newspaper ad, direct mail piece, email, etc.  Before long, you'll notice a difference, trust me...I have!  You'll be the expert in your area on whatever you decide your USP to be. 

Now remember, when someone asks you what it is that you do...quote your USP...and make it memorable!

"Til Next Time,

Bill Warren
Warren Marketing Systems

P.S. - now get to work on it...your USP is vitally important to your business!

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