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Unique Selling
Proposition
and Guarantee
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Welcome to Unique Selling Proposition, your do-it-yoursel guide todiscovering your competitive advantage and uniqueness, and developing astrong guarantee.Tis is more than ‘good service’, or ‘good price’ - it’s all about knowing what it is that makes you special, and being able to specically explain itto your customers.Tis is your unique selling proposition - the thing that sets you apartrom your competitors.Once you’ve been through this guide, you should know exactly whatit is that makes you unique. You may discover there is nothing thatmakes you unique at all - that’s where the real un begins. You get torethink your business look at it rom outside the box and INVEN auniqueness. You’ll also have a ull guarantee, written down exactly as it should be. Tisguarantee will be powerul and will stop your potential customers dead intheir tracks. Te guarantee is heavily linked to the USP - it can be the samething. For example, i you are a uneral parlour that guarantees that everyone will besmiling by the end o the uneral, you’d have a pretty attention grabbing USP right there.Tis is the next step in your marketing success story. From this point on, you’ll have a real point o dierence andyou’ll know how to use it.I personally guarantee it.
How o Use Tis Guide
Ater reading the introduction and background, jump straight in and start going through ‘Te 7 Steps o Creating Your Uniqueness and Guarantee’.Each step covers an important aspect o USP’s and Guarantees - these are things that you must give careulconsideration to. You might be surprised by how much this exercise reveals about your business. It may get you thinking aboutimportant issues that have never crossed your mind.Make sure you make notes in the spaces provided. When you come to write your rst ew strategies, you’ll need toreer back to these scribblings.Section 3 contains examples o unique businesses, with an explanation o what they do dierently and how it worksor them. Some are real - some are imagined. You may even nd a business like yours, and be able to directly stealan idea or two. It also contains examples o powerul guarantees, plus a ew marketing strategies that eature theseguarantees. You’ll quickly learn that a strong guarantee can be enough to base a strong marketing campaign on.Now, it’s time to get moving - there’s never been a better time to start using your uniqueness to your advantage.
Important: A Note About esting & Measuring
Te greatest business people and marketers are not necessarily the smartest or mostinnovative. Most simply understand the concept o testing and measuring.
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When you are testing and measuring, there is no ailure (except the ailure to recordyour results and analyse them). Every step brings you one step closer to the rightormula, and the right approach.I you approach your marketing expecting everything to work rst time,you’ll be bitter and twisted when you discover it doesn’t. You may give upbeore you should.Remember this: marketing has certain rules, but it’s still largely trial anderror. You give it your best guess, then nd out or sure.It’s essential that you meticulously record every result. It’s extra work,but you’ll be glad when you have a marketing strategy which you know will produce results. Tat condence only comes rom testing andmeasuring.Once you develop your uniqueness and guarantee you need to starttesting it. How do you do that? Easy - run it by your customers, andstart mentioning it to your potential customers.I they seem impressed and you start converting more enquiries to sales,that’s a good sign that you’re on the right track. I it doesn’t seem to make any dierence, perhaps you need to go back and bee it up. Remember, a uniquenessmeans nothing i it’s not a uniqueness that people care about.
Te Nature Of USP’s and Guarantees
What is a successul USP & Guarantee?
It’s important to know how to dene a successul USP & guarantee. I you don’t know what you’re aiming or, you’llnever know i the whole exercise has been worth the trouble.First, it’s a good idea to work out what an UN-successul strategy is. Here are a couple o rough guidelines ...
1)
You nish writing it then stash it away in your ling cabinet orever
2)
You do use it but nobody notices or cares
3)
Tere’s already 3 competitors out there with the same guarantee and uniqueness
4)
Your USP and guarantee doesn’t target something that your customers care about - or example, a hairdresser thatguarantees to sweep up your hair beore you leave. Tey want to be known as the ‘clean oor’ hairdresser. No-onecares!!Ok, now you know what a weak USP and guarantee is, it’s easy to work out what a good one is.For a start, it has to have IMPAC - it needs to make people sit up and take notice, and it has to get them thinkingand talking. A great example -a restaurant that has no menu. Tey just cook whatever you eel like, and they guarantee to cook it better than your mother! Now that gets attention. What about your business? You need to think o these aspects o your service that make a dierence to people. Tisis covered in plenty more depth in the next section, but start thinking now. Your uniqueness needs to tackle yourcompetitors head on, and your guarantee needs to answer the most common rustration.
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| Upload Date: | 10/15/2009 |
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