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Unique Selling Proposition Should Your Business Have One?

A business offering products or services must distinguish and differentiate themselves


from their competitors. For a customer or a client entering into a business relationship
with them, they should be able to tell them what is so unique about their products or
services that a client or a buyer should transact with them.
What is meant by a USP?
The USP of a business is what it stands for. A business may be selling merchandise or any
other product, but there are many others in the industry mareting similar products. !ou
need to find out what is it about company "#$ maing soaps that is distinct and different
from the same being produced by company "!$. %f company "#$ claims they are maing
organic soaps that are free of inorganic chemicals, this could be the USP of company "#$.
&o business can do everything well. A company that is trying to do everything well is
probably not doing anything well at all. 'ore is not better( %t is quite possible that a large
company with many departments is doing too many things at the same time. )owever, it
is easy for a small company focused to a single niche to grab some of the business of the
large company. *hat is your business good at+ ,o you find yourself adding more and
more to your business+ This tends to lead a business down the path of forgetting their
Unique Selling Proposition many times, giving them a bad reputation and a very wea
USP. -now your business and do not be influenced by those around you that are in the
same industry and adding more and more to their business plan.
What does your business stand for?
%f you believe your company has a USP, then you should be able to answer why someone
should read or listen about your services and products. !ou should be able to convince
your customers and employees about why they should believe you when you claim
certain facts about your company. !ou should be able to tell your clients why they should
opt for your company$s products and services. These questions are not easy or difficult in
themselves. %t is easy to handle these questions for a business that has a strong USP, while
it is difficult to answer for businesses that have no USP.
!our communication will be confusing and little understood if you try to tell your
customers that your company is good at everything. That may sound weird. )owever,
when you claim to stand for something unique and distinct, your credibility improves. %t
also sets you apart from the crowd. *hat is your USP+
efining your USP
*hatever be the nature of your business, you could be basically doing either of these two
things . producing and selling tangible or intangible products, or providing services. !ou
have to identify what you are doing. /ut this is the broadest category. !ou will need to
narrow down more to be specific about your services or products. )owever, if you claim
that your company maes everything from %talian and 0ontinental, to 1atin, Thai and
Asian food, your food company cannot highlight its unique product.
!ou may claim you are maing everything but your pi22as are best in town. %n that case
your customers will decline everything e3cept your pi22as. 4ventually, you will have the
compelling need to focus on 5ust one product. *hen that is done, it will be easy for you
to say why your pi22as are the best in town. !ou may say because you use certain
ingredients to mae pi22as, which is your unique selling proposition.
Article by Tracy Lee Thomas
Placing Your Business Puzzle Pieces Together 4U
Rev Marketing 2 U, Inc.
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