how to develop your unique selling position

How to Develop Your How to Develop Your Unique Selling PositionUnique Selling Position

www.DevelopYourUSP.comwww.DevelopYourUSP.com

What is a What is a Unique Selling PositionUnique Selling Position (or (or USP)?USP)?

It’s a one to two sentence phrase that lets It’s a one to two sentence phrase that lets your customers know why they should buy your customers know why they should buy

your product over your competitor’s your product over your competitor’s products.products.

Sounds obvious, but think Sounds obvious, but think about it…about it…

Why should your customers buy from Why should your customers buy from youyou and not someone else? and not someone else?

You need a good reason; otherwise, your lack ofone will indicate that you are merely jumping

around shouting out “buy mine”, “buy mine” just likevirtually everyone else out there (no wonder very

few businesses ever make it to their 5th year).

Your Unique Selling Position should Your Unique Selling Position should spell out exactly what your major spell out exactly what your major

benefit is. benefit is.

What will your product or service do for the What will your product or service do for the prospect if he or she buys?prospect if he or she buys?

Think about all those Think about all those Pizza jingles you hear Pizza jingles you hear advertised, those are advertised, those are

UUnique nique SSelling elling PPositionsositions

Whatever you are selling, think of its Whatever you are selling, think of its very best benefit to your very best benefit to your

customer. customer.

Turn that into a phrase and you will have Turn that into a phrase and you will have your your Unique Selling PositionUnique Selling Position..

If you can twist the phrase in a way that If you can twist the phrase in a way that makes you appear makes you appear different different than your than your

competitors that’s even better. competitors that’s even better.

Remember, you want to focus on your Remember, you want to focus on your unique appeal.unique appeal.

To further explain, your niche targets one To further explain, your niche targets one general audience. Your general audience. Your Unique Selling PositionUnique Selling Position

goes even further. It can target one specific goes even further. It can target one specific audience within your niche.audience within your niche.

Here areHere are 66 different sample different sample “spins”“spins” you can put on your product or you can put on your product or

service that can help lead to your service that can help lead to your Unique Selling Position…Unique Selling Position…

1. Do you want to be known for 1. Do you want to be known for valuevalue??

2. How about 2. How about selectionselection??

3. What about 3. What about qualityquality??

4. For 4. For speedspeed of service? of service?

5. For a 5. For a no-riskno-risk purchase? purchase?

6. For a 6. For a lifetime warrantylifetime warranty??

You can even use more than one of the previous You can even use more than one of the previous examples in combination. Just make sure you examples in combination. Just make sure you select your select your “spin”“spin” based on something you can based on something you can

actually follow through on.actually follow through on.

Obviously, if you aren’t comfortable Obviously, if you aren’t comfortable guaranteeing next-day service because you guaranteeing next-day service because you

don’t believe you can provide it to your don’t believe you can provide it to your customers, you don’t want to choose that.customers, you don’t want to choose that.

Think about offering a guarantee and add that to Think about offering a guarantee and add that to your Unique Selling Position.your Unique Selling Position.

To successfully select your USP, you should To successfully select your USP, you should research your competition first. Characterize research your competition first. Characterize who they cater to (i.e., value-seekers, people who they cater to (i.e., value-seekers, people

who want quality, fast service, etc…).who want quality, fast service, etc…).

Then find a void in your niche.Then find a void in your niche.

Perhaps no one offers value? Well maybe youPerhaps no one offers value? Well maybe youshould think about offering more value than yourshould think about offering more value than your

competition. competition.

As you can imagine, filling a popular void mightAs you can imagine, filling a popular void mightjust boost your sales above and beyond anythingjust boost your sales above and beyond anything

you’ve accomplished yet.you’ve accomplished yet.

These are just a few ideas to get you started onThese are just a few ideas to get you started oncreating a profit-pulling creating a profit-pulling Unique Selling PositionUnique Selling Positionfor your business. for your business.

Get started today and with a little effort to create aGet started today and with a little effort to create aclearly defined clearly defined USP USP you'll be able to quickly target you'll be able to quickly target your market and boost your profits by your market and boost your profits by 200%+200%+

By Chris TowlandBy Chris Towland

www.DevelopYourUSP.comwww.DevelopYourUSP.com