that something unique your business should have which other businesses do not have
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Answer:
Seven Potential Traits for Your USP
1 Convenience:
Easy in, easy out. Customers love how easy it is to buy your product or use your service. In the competitive world of pizza delivery, Domino’s chose to focus on delivering their pizzas in 30 minutes or less.
2 Reliability/Dependability:
Your product or service never fails. According to the Bob Seger song, Chevy trucks are all tough “like a rock.”
3 Quality:
Your product is luxurious. Your service is top notch. When customers describe your company, they speak in superlatives. BMW considers its cars to be “the ultimate driving machine.”
4 Superior Customer Service:
You are always there for your customers. You give them peace of mind. They know they can count on you and your staff.
5 Creativity:
Your product or service inspires people to think outside the box. Apple told customers to “think different” with pictures of brilliant minds such as Albert Einstein and Pablo Picasso.
6 Offbeat Humor:
Some companies use humor or reverse psychology as their unique selling proposition. The makers of Charmin tissue created silly commercials that showed a store manager constantly telling his customers “please don’t squeeze the Charmin,” as if the toilet tissue was so soft, people couldn’t help themselves.
7 Emotion:
Does your product or service spark certain emotions in people? If you made a purchase from De Beers, it’s because you know that “a diamond is forever.” Delta promises that you will “love the way we fly.”
When the world was introduced to social media, there was a fundamental change in how we connect with our customers. Today, there are an infinite number of ways that people access information about products and services they wish to purchase. The challenge for businesses is to maintain a consistent unique selling proposition whether their messages are on television, in print or online. Your objective is to have all your customers using the same few words when describing your brand to other people. My advice: Be consistent in your messaging.
As the founder and CEO of Brian Moran & Associates, Brian helps entrepreneurs run better businesses. He was formerly the executive director at The Wall Street Journal, overseeing the financial and small-business markets across the WSJ franchise. From 2002 to 2010, Brian ran Veracle Media and Moran Media Group, content companies in the SMB market.
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