Why Are You Special? (Nail your Unique Selling Proposition)

Listen to article or read below

This lesson is about “Why are you special?-How to nail your unique selling proposition”Month 1 Week 1 Day 5

BUT I WANT MORE SALES!

When you start a business, you’ll sell just about anything…to anybody…just to get a sale.

• And now we’re telling you to niche it down.

It seems counter-intuitive.

WHY SHOULD I BUY FROM YOU?

Nailing your unique selling proposition is important because it forms the foundation of your communication to potential customers.

• It also answers the question in the minds of consumers:

Why should I buy from you?”

OVERVIEW

In this lesson, you’ll build on the previous lessons and create a short description of your unique selling proposition (USP) for your business.

• You’ll promote your business uniqueness and leverage your strengths with a clear USP.

THIS LESSON’S OBJECTIVES

Over the course of this lesson you’ll create a USP that:

  • Includes emotional drivers that connect with potential customers
  • Lists differentiators that separate your business from your competitors.
  • Picks a growing market niche to maximize your chance of success.
  • And include keywords and phrases that potential customers use when they are searching for you have to offer.
YOU CAN DO THIS!

Each lesson includes the three styles for adult learners with:

• An Audio File

• A Written Transcript

• And a Practice Guide that gives you “hands-on” training customized to your own business.

PUTTING IT ALL TOGETHER

You’ve completed all the pieces to create a unique selling proposition that clearly tells your potential customer why they should buy from you.

  • Now it’s time to put it all together.

Let’s look at examples of some USP’s

EXAMPLE: NERD FITNESS

NerdFitness.com:

  • This is an example of a short USP that really says it all.

Do you know exactly why you would buy from this company?

  • Yes, because I am a “nerd” who wants to be fit.”
WHY DO I FEEL SAFE HERE?

This USP includes emotional drivers:

  • The phrase brings to mind a safe, secure place for nerds to get fit.
  • A place you’ll fit in with others like you-which is linked to approval and validation.

It differentiates itself from other fitness places that are full of muscle-bound weight lifters.

  • It is in a growing market: “Fitness and health

And they included the keyword “fitness” in the USP.

EXAMPLE: TOM’S SHOES

Let’s look at another USP that’s a little longer.

TomsShoes.com

  • With every pair you purchase, Tom’s will give a pair of shoes to a child in need. One for one.”

Do you know exactly why you would buy from this company?

  • Yes, because I care about children and I want to make the world a better place even when buying something like footwear.”
HOW CAN I MAKE A DIFFERENCE?

This USP includes emotional drivers:

  • The phrase evokes a child in need being saved-the driver is safety.
  • It makes you feel good about being a generous person-which speaks to approval and validation,
  • It makes the world a better place-which makes you feel like you control your circumstances.

It differentiates itself as a more caring place to get shoes than your typical shoe store or online retailer like Zappos.com.

MORE THAN A MARKET SEGMENT

The market is a little more difficult to nail down, but it is clearly more than clothing.

  • It taps into philanthropy, sustainability and the desire of people to make a difference.

And they included the keyword phrases “pair of shoes” and “child in need” in their USP.

TIME TO MAKE IT REAL!

Use your practice guide to make notes as you work through this next section of the lesson.

  • And don’t get stressed as you work through these concepts.

You’ll find that revising your USP several times as you go through the rest of the weeks on branding is perfectly normal.

  • This is a work in process, and the goal of today is to walk through the steps, not chisel your USP in stone.
WHAT EMOTIONAL DRIVERS DESCRIBE YOUR BUSINESS?

Let’s start with what emotional drivers you’ll use in your USP.

  • Go back through your practice guide in lesson 1 and select 2-3 words or terms that paint a picture of what is unique about your business.
WHAT WORDS DESCRIBE YOUR PASSION?

Look for ones that answer the question:

  • Why you would buy from my company?”

Now try it out:

Which of these emotional drivers make it easy to say?

  • Yes, I’m a….

Or

  • Yes, I want to…
WHAT WORDS SET YOU APART?

Next look at lesson 2 for terms that differentiate you from your competitors:

  • Which ones clearly communicate why the experience they will have with you will be different from some other company?
HOW ARE YOU DIFFERENT?

Again, look for ones that answer the question:

  • Why would I buy from you?”

Now try it out.

  • This company is different because they…

I would select this company because they are…

WHAT IS YOUR NICHE?

Now move on to your market niche.

Did you find some ideas for a growing market in Google Trends that were a good fit for your company?

  • What terms describe that niche?
WHAT WORDS DESCRIBE YOUR SPECIALTY?

Select a few that you would like to include in your USP.

  • Note the ones that offer the biggest potential for growth in your practice guide for this lesson.
WHAT KEYWORDS DO YOUR CUSTOMERS USE?

Finally, look at the keywords and phrases you identified in lesson 4.

Now that you’ve seen some examples of USP’s, which ones best describe what product or service your company offers?

  • Which keywords have a lot of related terms that would also fit with your company?
IS YOUR NICHE BIG ENOUGH?

Look for a reasonable amount of demand and lower competition if that is available.

  • For strictly local businesses, remember to include your location in the keyword search, for example: Denver Landscaping.

Look at the possibilities and select 2-3 keyword phrases to build your USP around.

CAN YOU SUM IT UP IN LESS THAN 10 WORDS?

Remember that your USP may evolve as you clarify your branding message.

  • The purpose of developing a unique selling proposition is better communication with your potential customers about why they should buy from you.

Just like other forms of communication there can be some trial and error before the message is received clearly.

TEST YOUR IDEAS

Test out your ideas on friends and family.

Ask them:

  • Why would you buy from my company?
  • What do you think we are selling?
  • And who would want to buy our goods or services?

WRAP UP THE WEEK

Great job sticking with it!

You’ve built a solid foundation for your marketing communication with the development of your unique selling proposition.

NEXT LESSON

Next week we will continue exploring who would want to buy your goods and services by identifying your perfect customer”

  • You’ll also name key connection points between your perfect customer and people that influence their buying decisions so you’ll know where to concentrate your mark

Go Back to Download Page for Practice Guide and other resources

Go to Member Dashboard

 

Speak Your Mind

*