Unique Selling Proposition (USP)

A brief Schooling on USP in words outside of a definition.

Unique Selling Propostion Development

A USP is the true life-blood of a company’s creativity. The Unique Selling Proposition is how a company stands out from the competition immediately, and stays separate as a force of distinction. If a potential client even has to think about what the difference is between you and the other guy, then your company has no real USP. By definition, Unique would make you disqualified.

How do you become Unique. You have to first identify what truly makes you unique, which is a process all by itself, but one that is very revealing about your company and will open your eyes to what you have been doing in the past. Second, you have to clarify that unique selling proposition to your potential clients through every instance and every type of communication. Third, and probably most important, you have to fulfill on those promises, and over perform, to the point of no denying.

Some examples to get your mind flowing:

What do you think of when you are ready to buy a new car?

You have preconceived notions about what brand of automobile will perform best for your needs, you already know which models will give you the most trouble, and which will hold their value for re-sale. How do you know these things? Because they are the proven strengths and weaknesses of the auto companies. Don’t let the market (your current and past clients) dictate what you do well. Identify your best attribute, clearly convey it, and follow through with performance.

As a brief exercise to get you started, ask yourself these questions:

1. What do I better than all of my competition?

2. What are the biggest benefits of doing business with my company?

3. What do you have that proves your statements?

At Art’s Evolution, we will sit down with you and help you draw out what your Unique Selling Proposition is, clearly articulate it, and develop a strategy to implement it within the company and outward to the public. This is a huge step in re-branding, and one that has potentially dramatic effects in financial gains. Contact us to discuss the possibilities and get started today.