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Subject: Have A Strong USP And Increase Your Success

Author:
Dennis S. Vogel

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Date Posted: 16:21:15 05/26/01 Sat

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.
http://wz.com/business/SmallBizThriving.html
http://www.thrivingbusiness.homestead.com

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Replies:

Subject	Author	Date
Re: Have A Strong USP And Increase Your Success	Darryl Anderson	12:01:24 09/13/02 Fri
Re: Have A Strong USP And Increase Your Success -- Dennis S. Vogel, 14:36:50 09/20/02 Fri