In the 7 step process I described earlier, I intentionally left a few things out – primarily because the post would have been a book otherwise. Well, the good news is that we’re going to do one of those “missing” things right now.
Next – You need to do some work on your USP. USP is an abbreviation for “unique selling proposition”. You’ll find other definitions, but we’re all talking about the same thing, your biggest “Reason Why”.
Dont mistake your USP for a mission statement so long that no one ever remembers it (useless). They arent the same thing.
A USP serves as the answer to this question:
“Why should I choose your business, product and/or service, rather than any/every other available option available to me?”
Before you put some thought into that, let me give you a couple of classic USP examples:
“Fresh, hot pizza in 30 minutes or less, guaranteed”
“When it absolutely, positively has to be there overnight”
Im sure you know who both of these belong to, but just in case, its Domino’s Pizza and Federal Express (Fedex).
While I dont expect you to come up with something as good as these, I challenge you to try.
Now think for a moment (or an hour…):
Why should I visit your business and purchase products and services from you, instead of every other competitor I can think of?
Dont give me some weak effort like “Our service is the best”. Everyone THINKS their service is the best. You know better.
Make me drive across town, passing 5 of your competitors just to do business with you.
Give me a reason that will get me off the couch and out the door on Super Bowl Sunday, 4th quarter, in the middle of an ice storm.
Make it clear to me why I HAVE to do business with you, and no one else. Then we’ll come back to the next step.
PS: This is NOT busy work. Mess this up and your marketing is sailing without a rudder.