What’s a USP? And Do I Have One?

Billings marketing USP

A USP, just not the right kind

Your Billings marketing plan starts with your USP.  Darcy Juarez from the Glaser Kennedy Group, had a great post about USP–Unique Selling Proposition.  Having a strong USP is literally the difference between being successful and watching your business die.  It is such a universal need, I thought I would repeat a bit of Darcy’s post here.

Billings Marketing and Your USP

Developing a clear, strong and compelling USP that is concise, differentiates you and is easy to understand is a crucial first step.

But here’s the thing, some businesses think they have a USP, but what they really have is a catchy slogan.

They don’t quite understand the goal of a USP.

For example, Diesel Jeans uses “Be Stupid”.  It’s concise, it’s clear and it’s catchy. But I wouldn’t define that as compelling. It differentiates, however is “be stupid” something that is a benefit to the customer?

The result is a confusing message, one that isn’t really unique or one that doesn’t offer a clear benefit to the user.

How does your business USP stack up?  Many businesses I work with in building their Billings marketing plans have a real problem with their USP.  Being different is fine.  Being different in the ways that matter to the consumer is even better.

Real estate agents and brokers are my favorite examples of companies with no earthly idea of their USP.  One agent or broker is pretty much exactly like every other agent and broker.  Yet they spend a huge amount of money on fancy graphics and bus benches to try and convince you there is a difference.

Call 911 for USP Help

How do you know if your USP needs help? Here are some signs that you might need to work on your USP.

1)      Your business is often commoditized. (think about that in terms of real estate agents)

2)      You find yourself constantly competing on price.

3)      Your employees or customers can’t easily explain what you do.

4)      You lack differentiation from your competitors.

5)      There isn’t a reason to respond NOW.

The great part of building Billings marketing plans is the limited amount of competition.  There are a lot of people who try and be all things to the market, but specialists can win if they take the time to develop a great USP.

Billings Marketing USP Help

Sometimes its hard to see the goal when you are in the middle of the fight.  Getting support from professionals who have built numerous Billings marketing plans to help your business is a great way to start.  Much of the type of consultative help you can get with the USP as part of your Billings marketing plan can be at low or no cost too.


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