| Subject: Have A Strong USP And Increase Your Success |
Author:
Dennis S. Vogel
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Date Posted: 19:07:38 07/06/01 Fri
A Unique Selling Proposition shows why one product or service is superior to another in a way an average user would understand. If it's esoteric, where only an authority would understand, it probably won't work.
A USP doesn't have to show complete, overall superiority. It would be great if it did. But a USP has to show superiority in a way that's important to a significant number of people.
Another important part of a strong USP is FOCUS. So, let's focus on using a USP in a very competitive category.
Dominos Pizza used to emphasize hot, delicious pizza delivered in 30 minutes or less. But the focus was on the delivery time.
Dominos didn't concentrate on what was done to keep the pizza hot during delivery. It didn't brag about superior ingredients.
Papa Murphy's points out its fresh dough and toppings but it focuses on less expensive pizza because it doesn't have the extra overhead of ovens.
DiGiorno features that its pizza tastes like it was delivered. Why? Because frozen pizza doesn't taste good. If DiGiorno pizza was lumped in with other supermarket pizza, it wouldn't seem special.
My advice is to find something that is unique about your product/servic or business. Or something you can make unique.
Yes, a USP can focus on something that competitors also have, but it'll be stronger if it's definitely different.
So, could you effectively compete with the above mentioned pizza companies? Yes, Give people the pizza they want, not the kind of pizza some company's recipe calls for. If somebody wants a pizza with one third pepperoni, one third sausage and the other third Canadian bacon, then make it
that way.
Your USP could be "Pizza special ordered by you. It's not pre-made; it's tailored made for you."
Aspirin seems to be all the same. But Anacin has "another ingredient that makes it more effective." It's not specified what the ingredient is (it's caffeine) but it does provide uniqueness.
So, what's my USP? I specialize in small business marketing and I only get paid, if you get you the results I promise.
Do you need help with your USP or something else? If so, please contact me, my email address is below.
Dennis S. Vogel
thrivingbusiness@email.com
Your business will thrive, no matter who your competitors are, if you market it powerfully and do everything else correctly. That information is here -
http://wz.com/business/SmallBizThriving.html
http://www.thrivingbusiness.homestead.com
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