Online Business Brain Dump - Develop a USP
Have you ever heard of a USP? If you haven't, your business is in trouble! Entire books have been written on this topic. Your USP is simply your "Unique Selling Perspective." To put it another way, it is what makes your business unique.
- What makes your business different than your competitors?
- Why should a customer purchase from you instead of your competitors?
- What do you offer that your competitors don't?
A great article, written by one of the world's top copywriters, helps put the power of your USP clearly into focus.
The author's name is Dan Kennedy. Dan has a lot of experience, having written sales material for some of the largest Fortune 500 companies around. What makes him so successful? He is able to develop a client's USP with pinpoint accuracy and capitalize on its amazing power.
Let me give you an example. Strangely enough, a once struggling pizza shop harnessed the power of a strong USP to turn their failing business into an empire. They chose to become UNIQUE, capitalizing on one aspect of their business that no one else had yet jumped on. This provided amazing results and their profits hit the roof!
By the way, you've heard of this pizza shop. It is Domino's Pizza!
And just how were they able to successfully transform their business? They selected a simple, yet clever slogan and combined it with a strong USP...."Delivered Hot and Fresh in 30 Minutes or Less....OR IT'S FREE!"
The owner of Domino's did not choose to focus on fresh ingredients, the ripest tomatoes, or even special offers.
That was what everyone else was doing! This young pizza shop owner realized what his business needed and he hammered home his simple message. What did people want from a pizza place? They wanted their pizza FAST! This clever slogan, combined with an effective USP, turned this once failing business into a successful mega-million-dollar franchise!
So, take the time to determine what sets you apart. Now, with this example in mind, answer the three questions:
- What is it that separates your business from your competitors?
- Why should someone buy from you instead of your competitors?
- What does your business offer that your competitors don't?
(Note: this article is part of a mini-course with twenty lessons. You can find that entire free mini-course here: http://brentriggsblog.com/minicourses.asp )
G. Brent Riggs, author of "Life Without Debt", "Desperation Station" and SeriousFaith.com has over 20 years experience as an business owner, teacher, personal growth coach and mentor. You can contact him from his main website: http://www.gbrentriggs.com