By: Edison R. Guzman�
A&E Advertising and Web Design

Your Unique Selling Proposition or Unique Selling Advantage as some may call it is a statement or slogan you can create that tells your prospective customer what�s different and unique about your company, that they should do business with you instead of the competition.

I always hear things like: “We have great customer satisfaction” or, “We’re the best.” What exactly does that mean to the prospect? These statements are not only vague, but totally overused in the business world. Your USP can make the difference between your company making $100,000 or $1,000,000 every year.

I’ll give you one great example of a company that went from nothing to something in no time flat. Have you heard this one? “When it definitely, positively needs to be there overnight–Guaranteed.” Yes, FedEx has come a long way, but that USP in a time that no one guaranteed overnight delivery, paved the way for the company, and is now a multi-billion dollar company. How about, “Your pizza delivered hot and fresh in 30 minutes or less–or it’s free.” Dominos went from number 7 in the United States to number 2 within 7 months. Was it the USP alone? Maybe not, but it had a lot to do with it. There is a simple way to create your own USP.

Simply write down what’s unique about your products or services. What is it that you offer, that your competition can’t say the same about. Is it that you offer a longer warantee, or is it that you offer a guarantee where no one else does?

Can you deliver it in one day instead of 3 as everyone else does? Is it more affordable? Is it one of a kind? Do you have an exclusive to your product or service?

Any of these can pave the way to a great USP for your firm. Make it short and to the point.

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