Re: What Should My USP Be? -- Small Businesses Discussion Forum

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Subject: Re: What Should My USP Be?

Author:
Dennis S. Vogel

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Date Posted: 15:38:08 06/11/01 Mon
In reply to: Dion Jackson 's message, "Re: What Should My USP Be?" on 18:16:13 05/26/01 Sat

Hi Dion:

Thank you for being patient, I hope you were patient.

I ended up moving into another apartment so my computers were out of service for a while.

I won't and can't decide for you what to do. But I do have
something you can test for effectiveness.

I'm glad you included information about your competitor and his business, because that helps me to help you.

I want to point out that this isn't a USP, it's a slogan -"Life is a race you've got to win." Yes, it does tie in with his reputation and business name but it doesn't really "say" anything.

A Unique Selling Proposition is different.

If you have a strong USP, you won't have to concede the race. All you need to do is get the USP out to your target market.

The locally-based auto parts stores where I live are affiliated with or franchisees of CarQuest and NAPA. If yours is like these (near me) you may be better off tying in with the supplier's/ manufacturer's USP. If you're involved with one that doesn't have a USP or has an ineffective USP, then let's develop one for your business.

I know many people are racing fans, but to me, racing isn't the real, everyday world. What I mean is that many people may admire stock car drivers and aspire to be like them, but that's not true reality. (Though to racing fans it may seem like reality.) And your business may never appeal to them. That may seem bad, but you can make it into something good.

You shouldn't try to appeal to everybody because
1) Different people like different things so nothing will appeal to everybody except pure survival items;
2) It's too expensive to try to reach everybody consistently enough to make a difference.

True reality is driving a regular vehicle - car, (mini)van or truck in traffic. So, your USP could be -
"Auto parts and supplies for vehicles like yours that have to work in real world traffic." You should test it like I'd advised "candyshack" to do.

If you can get a public domain (non-copyrighted) picture of a stock car on trailer next to a regular car or mini-van, I have an idea that may work. Or you could have a picture like that you own the copyright to.

With a picture like that, you can use a supporting statement like -- "Your car, truck or van doesn't get pulled on a trailer, so it has to work in traffic day after day."

Or a picture of a pit crew working on stock car may work, but again don't use a picture if you don't have a legal right to use it. (If you don't know if you can legally use it, then please don't just to be safe.) Your supporting statement could be - "If you could afford to have a crew work on your car like this, then you may be to afford the same parts that are used in this car. But if one repair has to last through years of traffic, then you need the right parts and supplies for your situation."

Of course, a good USP, as important as it is, is only part of a good marketing program.

If you were a long-term client I'd ask you a lot of questions before I'd be able to develop a whole marketing program. So please, keep my advice in perspective. I believe it will help you, but you need more than just a good USP.

You may be to differentiate yourself (set yourself a *PART* - Come on, Dion at least smile) by giving your customers good information about car repairs and maintenance.

If the local mechanics buy from your competitor anyway, you may be able to afford to tick them off by having clinics in which you show people how to do basic repairs and maintenance. Consider appealing to people who want to do repairs themselves or who can't afford to pay a mechanic to do it.

Just be sure you have insurance to cover you in case somebody gets hurts while following your advice or somebody messes up his/her vehicle despite your good advice. Ask a lawyer about having people sign a waiver form stating they take full reponsibility for the work they do.

You can get more marketing information from my free information web site (www.thrivingbusiness.homestead.com), plus from Jay Abraham's site (www.abraham.com).

Dennis S. Vogel
thrivingbusiness@email.com
No competitor is invincible. You don't need a miracle. Your
business will THRIVE if you have the right marketing.
http://www.thrivingbusiness.homestead.com
http://wz.com/business/SmallBizThriving.html

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