You probably already know what a USP is.<\/p>\n
But many people say to me, “Yes, I know what a USP — but why
\nwould I need one? What is it good for? If I had a USP, how would
\nit help my business?”<\/p>\n
Well, here are 5 specific areas where having a USP can make your
\njob easier while improving your business results:<\/p>\n
1–Selling.<\/p>\n
One of the toughest objections in selling is, “Why should we buy
\nblue widgets from you instead of our existing supplier or your
\nother competitors?”<\/p>\n
With a USP, you can confidently and immediately respond with a
\npowerful, well-thought-out presentation of why you are different,
\nbetter, and the smart purchase decision.<\/p>\n
2–Marketing.<\/p>\n
We are taught to stress benefits in marketing, but if every
\nmarketer in the field makes the same benefit claim, how can your
\ncampaign possibly stand out?<\/p>\n
The answer: formula a great USP and feature it in your ads,
\nletters, websites, and newsletters.<\/p>\n
3–Content marketing.<\/p>\n
We know content marketing is hot right now.<\/p>\n
Well, one of the best applications is to create a white paper
\nclearly articulating the USP, and offer it as a lead magnet.<\/p>\n
Doing so takes your USP from a brief differentiating factor to
\nblowing it out in a more well-reasoned, credible, in-depth
\nargument for why we are better than the competition.<\/p>\n
4–Email marketing.<\/p>\n
Offer an e-class — an auto-responder series of content-rich
\nemails educating your prospects on the details of your USP.<\/p>\n
If your USP is strong, true, and sincere, it should go a long way
\ntoward moving prospects on your e-list further along the sales
\ncycle.<\/p>\n
5–Telemarketing<\/p>\n
Your telemarketing reps face a tough, uphill battle on a long
\nroad fraught with difficulty and disappointment.<\/p>\n
But a well-crafted USP can help them turn things about — by
\nsaying right up front something different and important that
\ncatches prospects off guard and gets them to listen a bit more.<\/p>\n
This simple 5-point checklist is just the tip of the iceberg. But
\nit should be a sufficient idea-starter list on the road to
\nmaximizing ROI from your existing or new USP.<\/p>\n
By the way, here’s an article I wrote explaining how to create a winning
\nUSP:<\/p>\n