“When you meet someone, you need to have a super power. If you don’t, you’re just another handshake. Don’t say, “Hi, I’m Don, I’m from Cleveland.” Instead, try, “Hi, I’m Don, I tell stories that spread.” It’s not about touting yourself or coming on too strong. It’s about making the introduction meaningful. If I don’t know your superpower, then I don’t know how you can help me (or I can help you).” – Seth Godin
Seth’s quote sum’s up perfectly what fancy marketing peeps love to call – the USP. The Unique Selling Point. Or, Unique Selling Proposition.
It’s the one “thing” that makes you stand out, and tower above a crowded competitive market space chock full of similar goodies.
Having a strong proposition; a unique point of difference that rings true, gives you an edge allowing you to own the space you’re going to occupy.
Put simply…A Unique Selling Point is a feature or characteristic of that makes it stand out in a tight competitive market place. The USP, is all about the X-Factor delivered in a short, sweet, and savvy one line statement.
Having a well defined USP makes your offering more exclusive, valuable, and appealing to potential customers.
Invoking curiosity, a USP will be one of the critical factors in motivating a potential customer to find out more about your special “super power.” And, to make the ultimate choice – to choose you. And, not one of your competitors.
It’s all about the unique benefit. The thing that helps solve a problem
WHAT A USP DOES
- Focus: Focuses on wants and desires
- Indentifies: Drills down to identify what a customer wants
- Problem Solving: A USP solves a problem – by delivering and fulfilling the wants and desire of your customers. Existing, and potential.
- Listens: It answers the question we all ask, “what’s in it for me?”
- Talks Your Language: By translating features into benefits, a strong identifiable USP positively communicates in a way you understand.
A USP always delivers on its promise.
A USP IS NOT
- Your business mission statement
- Some meaningless sappy slogan
- A loud in your face sales pitch
- A personal over inflated ego balloon. “Look at me. I’m the biggest. Really, I’m the best in the world.”
- Insincere. “We really care. More than others.”
A USP is not all things to all people.
A USP IS….fascintating and remarkable. And, captivates the truth in a captivating way.
- Short, but incredibly sweet
- And, best summed up in a fascinating one-liner
- It’s the headline
- Attention grabbing
- It’s authentic and resonates
- Captivating enough to invoke curiosity. Motivates people to ask:
I have to find out more
I have to have this
This is exactly what I’m looking for
Sounds interesting. How can I get more info…
I’ll visit the website
I must connect via social media
When can I see you?
Can I make an appointment?
3 examples of USP’s I love that have stood the test of time…
M & M’s – “Melts in your mouth. Not in your hand.”
DeBeers – “A diamond is forever.”
FedEx – “When it absolutely, positively has to be there overnight.”
Invest time in identifying and establishing your USP. Ask yourself time and time again what it about me (my product, service) that’s different and unique.
Write a list of features, benefits, and everything you can thing of…drill down to identify the one thing that raises the bar, and positions you (yourself, product, service) sky high above the rest. Today, tomorrow, and in years to come.
What’s your USP. Your super power?
A special thanks to Seth Godin for sharing his super power(s).