I’m Laidback and Like Long Walks on the Beach! What’s Your Unique Selling Point?

You’re on the phone, trying to qualify and convert leads, and it’s not working.  What should you do?  First, you might want to consider the questions you’re asking.  Not the problem?  Your business should look a little deeper into your unique selling point.  How else will you get interested buyers to convert to clients?

Unique Selling Point (USP) – The factor or consideration presented by a seller as the reason the product/service is different from, and better than that of the competition.

Creating your unique selling point can take a little re-working; keep in mind the job is to position you, your product, website and business as the best option in your product category.  Consider these questions when developing your USP:

  • What does your product do that nobody else’s product does?
  • What is the big benefit you’re trying to get them to buy into?
  • What guarantee can you make that nobody else can make?
  • Why should customers buy from you instead of your competition?

When writing your USP, try to answer the customer’s primary question, “what’s in it for me?”  Provide the solution to their problem and share the biggest benefits of your product/service.  Sometimes it helps to put yourself in the consumer’s shoes; looking at successful examples can also give you the right idea.

  • Domino’s Pizza- You get fresh, hot pizza delivered to your door in 30-minutes or less…or it’s free!
  • Target- Expect more. Pay less.
  • NyQuil- The nighttime, sniffling, sneezing, coughing, aching, stuffy head, fever so you can rest medicine.
  • M&Ms- Melts in your mouth, not in your hand.
  • FedEx- When your package absolutely, positively has to get there overnight.

Can you pick out the unique selling points of these companies?