{"id":1740,"date":"2011-01-14T10:27:57","date_gmt":"2011-01-14T10:27:57","guid":{"rendered":"http:\/\/www.planetofsuccess.com\/blog\/?p=1740"},"modified":"2020-02-07T16:45:45","modified_gmt":"2020-02-07T16:45:45","slug":"whats-your-unique-selling-proposition","status":"publish","type":"post","link":"https:\/\/www.planetofsuccess.com\/blog\/whats-your-unique-selling-proposition\/","title":{"rendered":"What&#8217;s your Unique Selling Proposition?"},"content":{"rendered":"<p style=\"text-align: justify;\"><span style=\"color: #000000;\">My former marketing professor couldn\u2019t stop pointing out how important it was for a company to have a unique selling proposition (also: unique selling point, USP) if that company wanted to succeed in the nowadays market. I could swear I heard him mentioning the marketing concept of having an USP at least once a week, accompanied by a long explanation that included some of the wisest chosen USP\u2019s and how they helped their companies to succeed.&nbsp;<\/span><span style=\"color: #000000;\">By the way, I nearly forgot to explain what a <span style=\"color: #800000;\">\u201cUnique Selling Proposition\u201d<\/span>&nbsp;is\u2026 So here we go: A Unique Selling Point is a feature or a characteristic of a product that makes it stand out of the masses and allows the product to look more exclusive\/valuable to the customer. The unique selling proposition is often the crucial factor why a customer bought a specific product from a specific company (A), rather than a comparable product with similar features of another company (B). Simple put: the USP\u2019s are the unique benefits a product offers its purchasers.<\/span><\/p>\n<p style=\"text-align: justify;\"><!--more--><\/p>\n<p style=\"text-align: justify;\"><span style=\"color: #000000;\">If there is a truly successful company, chances are high that this company also has a very valuable unique selling proposition to offer to its customers.<\/span><\/p>\n<ul>\n<li><span style=\"color: #000000;\"><a href=\"http:\/\/www.google.com \">Google\u2019s<\/a> USP lies in providing me exactly the information I was searching for, without having to seek through thousands of sites to find the quality information I was searching for or having to pay for that kind of service.<\/span><\/li>\n<li><span style=\"color: #000000;\">FedEx\u2019s USP was a mere pioneer when introduced, and many remember their slogan: \u201cWhen your package absolutely, positively has to get there overnight\u201d, which allowed them to dominate the package shipping market from this point onwards.<\/span><\/li>\n<li><span style=\"color: #000000;\">Another great <a title=\"M&amp;M's USP\" href=\"http:\/\/sbinfocanada.about.com\/od\/marketing\/g\/uniquesellprop.htm\">unique selling point was being introduced by M&amp;M\u2019s<\/a>; \u201cThe milk chocolate melts in your mouth, not in your hand\u201d, which was created by Rosser Reeves.<\/span><\/li>\n<\/ul>\n<p style=\"text-align: justify;\"><span style=\"color: #000000;\">Nevertheless, this blog is all about personal development, so you might wonder yourself why I\u2019m writing about the importance of having an USP, especially if you aren\u2019t working in the marketing department of a company or do not have an own business to promote. Well, the Unique Selling Proposition is not just a marketing concept that is limited to the corporate world and shouldn\u2019t be underrated as \u201cadvertising concept for companies\u201d.<\/span><\/p>\n<h4 style=\"text-align: justify;\"><span style=\"color: #000000;\">What makes you unique?<\/span><\/h4>\n<p style=\"text-align: justify;\"><span style=\"color: #000000;\">What is the USP of your character? What makes you stand out of the masses as a person? What is it that makes you special?<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"color: #000000;\">The <a title=\"Wikipedia: Unique Selling Point\" href=\"http:\/\/en.wikipedia.org\/wiki\/Unique_selling_proposition\">Unique Selling Proposition<\/a> was proposed as a marketing concept and therefore focuses on the communication of unique characteristics of a product towards the potential customers. Something, that I find even more important than just formulating and communicating a unique selling point (\u201cMelt\u2019s in your hands, not in your fingers\u201d, M&amp;M\u2019s) is it to actually lay the foundations towards a successful unique selling proposition with one\u2019s services and products. There is still a big difference between just communicating and marketing unique selling points to customers and creating products that are really offering an additional value to its customers.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"color: #000000;\">Apple for example never marketed their USP \u201cWe provide a lifestyle with our products\u201d or communicated this USP with expensive advertisements; instead they provided the unique selling proposition with their products (iPod, iPhone, iPad), that really spoke for themselves and offered unique characteristics that similar and comparable products of competitors (if existent) did not offer at the time of market introduction. The only time <a title=\"Famous corporate mottos and slogans\" href=\"https:\/\/www.planetofsuccess.com\/blog\/2010\/famous-corporate-mottos\/\">Apple communicated a company motto<\/a> (which was just remotely an USP) was in 1997 for Apple Computers with their ad campaign \u201cThink Different\u201d.<\/span><\/p>\n<h2 style=\"text-align: justify;\"><span style=\"color: #000000;\">How to Create your Unique Selling Proposition (USP)?<\/span><\/h2>\n<h3 style=\"text-align: justify;\"><span style=\"color: #000000;\">You &amp; Your Business<\/span><\/h3>\n<h4 style=\"text-align: justify;\"><span style=\"color: #800000;\">#1 What\u2019s your uniqueness?<\/span><\/h4>\n<p style=\"text-align: justify;\"><span style=\"color: #000000;\">Ask yourself what it is that makes you unique and write down all the characteristics of your person and\/or your business that make you stand out of the mass for potential customers. This very first point is an essential key point that &#8211; if chosen correctly &#8211; allows you to differentiate your brand and its products from the rest of your competitors. Something that shouldn\u2019t be underestimated; especially when thinking about the Apple who created a unique selling proposition with their iPod that none of the competitors on the market could provide and caused a hype for MP3 players. Your USP is what separates you from the rest of the competition and shows your customers exactly why your product offers unique advantages that others don\u2019t.<\/span><\/p>\n<figure id=\"attachment_4001\" aria-describedby=\"caption-attachment-4001\" style=\"width: 350px\" class=\"wp-caption aligncenter\"><img fetchpriority=\"high\" decoding=\"async\" class=\"size-full wp-image-4001 \" title=\"Unique selling proposition\" src=\"https:\/\/www.planetofsuccess.com\/blog\/wp-content\/uploads\/2011\/01\/uniquesellingpoint11.jpg\" alt=\"USP\" width=\"350\" height=\"226\" srcset=\"https:\/\/www.planetofsuccess.com\/blog\/wp-content\/uploads\/2011\/01\/uniquesellingpoint11.jpg 350w, https:\/\/www.planetofsuccess.com\/blog\/wp-content\/uploads\/2011\/01\/uniquesellingpoint11-300x194.jpg 300w\" sizes=\"(max-width: 350px) 100vw, 350px\" \/><figcaption id=\"caption-attachment-4001\" class=\"wp-caption-text\">What is your unique selling proposition?<\/figcaption><\/figure>\n<p style=\"text-align: justify;\"><span style=\"color: #000000;\">Write down everything that you have in mind, even if it is \u201cjust\u201d the fact that you can provide your services 24 hours a day; which can be an outstanding USP in many businesses and niches (think about \u201c24-hours-emergency\u201d plumbers). Make sure to note everything that is special or even so unusual that none of your competitors can offer it.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"color: #000000;\">Great, at this point you should have written down the main characteristics that make you and your business\/services unique in the current situation. Excellent, as this is the foundation from where we will continue improving the details and let them become even more unique.<\/span><\/p>\n<h3 style=\"text-align: justify;\"><span style=\"color: #000000;\">Customer Focus<\/span><\/h3>\n<p style=\"text-align: justify;\"><span style=\"color: #000000;\">From this point on, we do not focus on your person, your business, and your services, but we start focusing on the most important factor &#8211; your potential customers.<\/span><\/p>\n<h4 style=\"text-align: justify;\"><span style=\"color: #800000;\">#2 Providing THE solution<\/span><\/h4>\n<p style=\"text-align: justify;\"><span style=\"color: #000000;\">An <a title=\"Key factors to business success\" href=\"https:\/\/www.planetofsuccess.com\/blog\/2010\/keys-to-business-success\/\">important key factor for business success<\/a> is whether you are able to spot and identify problems that have burdened people for years, ages or even centuries and to provide THE solution for these problems to your potential customers. The marketers amongst us call this the ability to identify an industry\u2019s \u201cpain point\u201d and to resolve it with one\u2019s services and products, but I rather prefer to simply call it \u201cproviding the solution\u201d for specific problems.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"color: #000000;\">Try to think about your customers and what kinds of unfulfilled needs your customers or the whole industry is currently having, and write them down if they are closely related to the benefits your services and products have to offer.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"color: #000000;\">Netflix, for instance, solved the inconveniences of being charged late fees after returning movies too late to one\u2019s movie rental store, by simply switching from the industry-standard method of payment (individual fees per movie &amp; per day) to a subscription with monthly fees, which allowed Netflix to allow its customers to rent as many movies as they want and return whenever they were done with them. Providing THE solution at its best. Netflix concept worked out wildly successful as there was a huge demand in the market for someone who could offer a solution to the rather annoying renting process of movies.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"color: #000000;\">Find out the problems your potential customers could face and try to estimate what exactly frustrates them. Once you know exactly what kinds of \u201cpain points\u201d in your industry exist you can start improving the unique characteristics of your products and services to be the solution for these needs.<\/span><\/p>\n<h3 style=\"text-align: justify;\"><span style=\"color: #000000;\">Your USP<\/span><\/h3>\n<h4 style=\"text-align: justify;\"><span style=\"color: #800000;\">#3 Formulation of the USP<\/span><\/h4>\n<p style=\"text-align: justify;\"><span style=\"color: #000000;\">A powerful USP consists of only one sentence but delivers a message that could fill many pages. The 3rd step in creating an USP consists of the formulation and phrasing of it. An effective way to find a great USP is to write down several sentences that all describe unique selling propositions and to rewrite and shorten these until you have one specific and appealing sentence.<\/span><\/p>\n<p>We&#8217;re excited to hear what&#8217;s your unique selling proposition!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>My former marketing professor couldn\u2019t stop pointing out how important it was for a company to have a unique selling proposition (also: unique selling point, USP) if that company wanted to succeed in the nowadays market. I could swear I heard him mentioning the marketing concept of having an USP at least once a week,<\/p>\n","protected":false},"author":1,"featured_media":4001,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[555],"tags":[758,759,757],"class_list":{"0":"post-1740","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-management-skills","8":"tag-unique-selling-point","9":"tag-unique-selling-proposition","10":"tag-usp"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>What&#039;s your Unique Selling Proposition?<\/title>\n<meta name=\"description\" content=\"Having a unique selling point (USP) is not only very important for businesses, even you should have formulated a unqiue selling proposition for your character.\" \/>\n<meta name=\"robots\" content=\"index, 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