What Makes Your Business Unique?

If you’re a parent, you know that it’s really hard to be objective when it comes to your children. You have blind spots. You might think Little Johnny is the second coming of Ted Williams, even though he can’t hit a baseball no matter how much he chokes up on the bat. It’s normal.

When it comes to your business, it’s also tough to be objective. You probably believe in your heart of hearts that business is the best of the best in your market.  You’re in business for a reason, right?  your

But have you ever tried to put that reason into words? Even more specifically, have you tried to put that reason into words in such a way that a customer would care about it? If you’re like most business, the answer to both questions is likely to be no. That’s fine, because that’s what we’re going to focus on now.

The end result of this exercise will be your Unique Selling Proposition (USP), which is just a short statement explaining why your business is unique and why a customer should care.

Ideally you’ll want to create USPs for your main products or services, but you can start with your top products or services. These USPs will be extremely useful as you begin to have the kinds of conversations with customers that lead to conversions.

A USP has a few parts:

  • The customer’s problem to be solved
  • When you’ll solve their problem
  • What you’ll do it you don’t solve their problem
  • What you won’t require from the customer
  • Reminding the customer of your uniqueness

As an example, I’ll take the case of live, video-based hitting instruction for young baseball players. Here’s a scenario:

  • Problem to be solved: Your son’s anemic hitting performance
  • When you’ll solve the problem: Within two weeks of finishing the course
  • What you’ll do it you don’t solve the problem: You’ll get your money back
  • What you won’t require from the customer: Travel to and from baseball camp
  • Reminding the customer of your uniqueness: Personalized instruction and a money-back guarantee

When I‘m finished translating this information into a paragraph, my USP for this product should look something like this:

Within two weeks of finishing my personalized video training class, I will improve your child’s batting average by 50 points or your money back. You won’t need to coordinate rides to and from an expensive baseball camp, but your son will get the same or better results at a lower cost. While there are other online training videos, no one else gives personalized video instruction and guarantees their results.

Notice that the USP for my fictional video hitting course was very specific. I don’t speak about baseball training in general, but about hitting specifically. (I’m not a pitching instructor, for example.) I also have a specific promise (50-point improvement in batting average) and a specific delivery time frame (within two weeks of finishing the course). I also hammer home a key point to busy working parents: there’s no travel/schedule coordination required! And I end by reminding parents that my course is personalized, not some generic YouTube video series that doesn’t give their son specific feedback and suggestions for improvement.

Great book for more information: 80/20 Sales and Marketing

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