So, What is a Unique Selling Proposition:
A Unique Selling Proposition (USP) is a real or perceived benefit of a good or service that differentiates it from the competing brands and gives its buyer a logical reason to prefer it over other brands. USP is a critical component of a promotional theme around which a marketing plan is often built.
The Little Secret About USP
Don’t get caught up when determining your USP by looking for a unique feature or benefit that no one else has ever offered. Your USP is not about you, but rather your target audience. What is it about your business that is especially unique to your target audience? What is nobody else mentioning or talking about that will resonate with the very people you want to sell to? Take for example the candy M&M’s; their UPS is “The Milk Chocolate that melts in your mouth and not your hands”. Great USP (if a little cheesy now) as it is targeted to chocolate lovers and solves a problem of messy melting chocolate, but not at all unique to M&M – Smarties and other candy have the same feature, minus the USP.
Finding your USP does not have to be a hard task. Follow the below steps to help start you off.
[icon name=icon-heart] Walk a mile in your customer’s shoes – Before you start your marketing plan, take a step back and make a note of who you want your target audience to be or already is. Spend some time understanding your ideal customer and the needs they have when it comes to booking your products or services. Do you understand common frustrations and common misconceptions that customers often face? Can you solve this issue? Think about the research and sales process from the customers point of view.
[icon name=icon-heart] What the heck do you do? Think about what you do and how you can say it in a way that makes it unique to your target audience. Every photographer will take photos at a wedding but what is the feature or benefit about your business that your target audience is looking for? What will set you apart from the rest?
[icon name=icon-heart] Get emotional, stay positive – After all your USP is all about your customers. Portray the end result or benefit rather than the work you will do. Invoke a positive emotion in your customers that allows them to envision the final product own their own.
[icon name=icon-heart] Keep it strong, keep it real – Make sure your USP is strong and simple enough to hook potential new customers quickly. Then your UPS must be a true story. If you say you can deliver a pizza in 30 minutes it MUST be 30 minutes (if not less). Broken promises have the tendency to spread like wild fire.
[icon name=icon-heart] Rinse and repeat – Once you have your fantastic USP, ensure it is ingrained into your marketing plan to be repeated in all of your campaigns. Embed the USP in your core business culture for maximum effect.
Got any tips for fellow Weddingful vendors? Share how you got to your killer USP below!