How do you get your business differentiated? By creating a Unique Selling Proposition – or USP.
“We Always Have 168 different Widgets in No Less than 12 Different Sizes and 10 Desirable Colors, in price ranges from $6 to $600.”
“ABC Tree Trimmers will trim and maintain your trees and shrubs six times a year, once every two months, and all it costs you is $16 a month, billed quarterly.”
“Hello, Mr. Prospect. I know your time is short, so I’ll get right to the point. Your company manufactures widgets. You buy steel and copper from a competitor. You’re currently paying $100 a ton for steel and $75 a ton for copper, of which you waste roughly 25%. My firm will sell you a higher grade steel and a higher alloy copper for $95 and $69 a ton, respectively, freight prepaid, which saves you an extra $3 a ton. Plus, we’ll guarantee our metal will produce a waste factor of 15% or less, and we’ll replace any wasted coverage, free. One last point, Mr. Prospect. It could be important. We’ll furnish you with 50, 20 gauge titanium rivets and cap assemblies free with every 10 tons of steel you order this month. May I have your order?”
Winning USP Case Studies:
The following are 6 powerful USPs that alleviate the “pain” experienced by the consumers in their industries..
Example #1 – Package Shipping Industry
Pain – I have to get this package delivered quick!
USP – “When it absolutely, positively has to be there overnight.” (Federal Express)
Example #2 – Food Industry
Pain – The kids are starving, but Mom and Dad are too tired to cook!
USP – “Pizza delivered in 30 minutes or it’s free.” (Dominos Pizza)
(This USP is worth $1 BILLION to Dominos Pizza)
Example #3 – Real Estate Industry
Pain – People want to sell their house fast without loosing money on the deal.
USP – “Our 20 Step Marketing System Will Sell Your House In Less Than 45 Days At Full Market Value”
Example #4 – Dental Industry
Pain – Many people don’t like to go to the dentist because of the pain and long wait.
USP – “We guarantee that you will have a comfortable experience and never have to wait more than 15 minutes” or you will receive a free exam.”
Example #5 – Cold Medicine Industry
Pain – You are sick, feel terrible, and can’t sleep.
USP – “The nighttime, coughing, achy, sniffling, stuffy head, fever, so you can rest medicine.” (Nyquil)
Example #6 – Jewelry Industry
Pain – The market hates paying huge 300% mark-ups for jewelry.
USP – “Don’t pay 300% markups to a traditional jeweler for inferior diamonds! We guarantee that your loose diamond will appraise for at least 200% of the purchase price, or we’ll buy it back.”
Source: Unique Selling Proposition