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The Key to Successfully Marketing Your Business
Is Identifying and Communicating Your "USP"
by The Meredith Agency
Effective marketing is delivering the right message to the right people through the right medium at the right time. Where The Meredith Agency fits into that campaign, primarily, is in crafting a client's special message.
With each new client, the first thing we do is determine what their unique strengths and advantages are--their "Unique Selling Position" ("USP"). Once that is established, our job is to clearly communicate that to the client's prospects and customers. We can then explain how our client will solve a problem and/or fulfill a need. This is absolutely necessary to compel a prospect or customer to take action, yet most businesses fail to grasp the importance of it.
You've got to dismiss the myths about why people do business with you. Usually, it's not because you're friendly, close by, a relative, or even that you do excellent work. What makes people choose you? The truth is that only when you bring value to someone--solving and/or fulfilling a need--will they want to do business with you.
Your USP is not so much about your strengths . . . your competitors might have the same strengths that you do. For instance, there are hundreds of reputable insurance agents to choose from in my locale, but what specifically does my agent offer that makes me want to do business with her? It's the value she clearly demonstrates, or her USP.
If you're like most people in business, you've never taken the time to identify your USP. You can begin right now by asking yourself (and your customers) what makes you unique and value-oriented. Here are some examples:
By the way, if you're involved in a run-of-the-mill type of business, you may not have a USP--yet. But by taking the time to reflect on and be aware of that, it might prompt you to change how you do business. Just joining a networking referral organization can be a powerful USP. A major benefit of developing and promoting your USP through a referral group is that it suddenly becomes much easier to get other people to refer business to you (and vice versa, which puts referral sources in your debt). Knowing others' USPs helps you get very comfortable and confident in the referral process.
As an example, I have a wonderful friend in the travel business. After understanding her USP, I now know what to tell people who have travel plans. I don't just tell them what countries she's visited, or that her dream is to experience a safari, or that she loves cruise vacations. I tell them about her passion and resources for problem solving, how she always comes through with a creative solution and selection for her customers, and how accessible, amenable, and effective she is. After all, she's done it for me, which is the best referral that money can't buy! Likewise, she is equally familiar and comfortable with our USP and refers business to us too.
Knowing your USP is what increases your effectiveness and confidence in promoting what you do, and ultimately, it will increase your profits. It is what gives you power and conviction when telling people who need what you offer that you know how to improve their lives. It also lays a strong, consistent foundation for designing all your written promotional material to get the best results. Similarly, becoming familiar with the USP of your contacts also increases your confidence in what they do and your eagerness to refer them to others.
Remember that you can't be everything to everyone, but that's what most businesses look like they're trying to be with vague, "shotgun" style advertising. Identify your "perfect client," and produce communication material that speaks directly to him or her.
Many of our assignments also involve material that may be the first thing a client's prospects see--Web sites, brochures, newsletters, sales letters, and other marketing pieces. If your USP is accurate, but has errors or appears inconsistent within itself or your other marketing material, it will detract from your business's image. It's wise to have an expert check all newly written items for errors and flow.
Identifying and communicating your USP is amazingly simple, yet powerfully effective, especially when combined with a picture-perfect presentation.
We'd be delighted to help you make the most of your special message and get the results you deserve!
(c) 2007 The Meredith Agency
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