From imagination to standing out and making a name43
market. Good service is not a USP — the
service is. Cheapprices are not a USP — the
prices are. A pizza shop thatdelivers has no USP — a nurserythat delivers might. Phone helpavailable 24 hours is not a good USPfor a furniture store, but it mightbe for a vet. Find the USP that suits
market, andincorporate it into everything yourcompany does — from changingthe lining of the rubbish bin, toissuing gift vouchers, to advertising. Make your USP succinct andmemorable, so that your clients will remember it and instantlyrecognise your business.The areas you can base your USP on are:
: ‘The average widget store carries three to sevenwidgets, some even have as many as 15 widgets, but ourstore always has 27 different types of widgets in stock.’ Forexample, Blockbuster’s ‘Get it ﬁrst time or get it free’ offer.Their USP is that they have more copies of each movie thantheir competitors.
: ‘Willy’s Widgets has 12 expert widget staff to assistyou with your every need.’ Or, ‘We will be at your doorwithin two hours, guaranteed’. For example, FedEx standsfor, when it absolutely, positively has to be there overnight.This was a FedEx innovation.
: ‘We always have $50 widgets for sale at $34.’ Or, ‘Wewill beat any price by 10 per cent’; for example, Bunnings Warehouse — their USP is that they will always be cheaper.
: ‘We simply make the best widgets, regardless of cost.’For example, BMW — ‘Sheer driving pleasure’. Do you think‘We will beat Mercedes’ prices by 10 per cent’ would workfor BMW? Of course not. Part of what BMW sells is prestige,which means it doesn’t have to concentrate on price. In fact,expense is expected in this market.
Pete’s tip:ﬁnd your USP
If don’t know what your USPis, your customers won’tknow either.