Unique Selling Proposition

By Jeff Walters on November 18, 2005

Unique Selling Proposition, core marketing message, elevator speech – essentially all referring to an essential element of your marketing strategy. It is a tight statement of what services you offer that answer’s your prospect’s instinctive question: ‘What’s in it for me?’

Crafting your unique selling proposition (USP) should not be taken lightly. A good USP could make the difference between moderate business results, and market segment dominance.

Dan Kennedy – one of the top direct marketers of the modern era, has this to say about the importance of a good unique selling proposition:

‘Contrary to all this me-tooism, the “key to the vault” in marketing in general … is a message that differentiates you from all your competitors in a positive, appealing, preferably compelling way.’

By the way – the quote was from Dan’s “The Ultimate Marketing Plan” – an excellent guide on developing an effective marketing strategy. An indication of the importance he places on formulating a unique selling proposition – its the first thing he covers in his book.

Your unique selling proposition must clearly speak to the needs of your prospective clients. When they see your USP, CMM, or hear your Elevator Speech, you want them to think “That’s what I want!” It should get them to listen to your recorded messages, request that brochure, drive them to your web site, and ultimately, get them to call you to do business with you.

Developing your USP is not a trivial, 5 minute exercise. It can take months before you settle on the final combination of words that succinctly captures the essence of your business in a compelling way that draws prospects to your business.

If it appears to be too much effort, well, I suggest you take note of Dan Kennedy has written that if, after careful reflection, you cannot think of a compelling reason why you cannot think of a compelling reason why your prospects and customers should do business with you over all of your competitors, then you should lie on your bed at night and stare at the ceiling in terror!

We’ve collected a few articles on this very important topic. Work through them, and use the ideas to help formulate or refine your Unique Selling Proposition.

Other Articles in Unique Selling Proposition

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