(c) Wanda Loskot

I have a feeling that by now you already know abut the USP
(not to be confused with UPS). Just in case you missed it,
USP stands for a Unique Selling Proposition. Some people
call it a Positioning Statement, some call it a Unique and
Irresistible Advantage, or a Unique Buying Proposition...

Whatever you call it, it's something that vast majority of
business owners don't have. It is also one of the major
reasons why so many businesses fail.

Why is it so important? Because it sets you apart from the
majority of your competitors and it literally *positions*
you as the problem solver of choice in the eyes of your
best prospects.

Nice. If you have it. But if you don't, you are in your
prospect's mind like the rest - a ME-TOO! kind of business,
doing the same thing everyone else is doing.

Here are a few suggestions that will help you come up with
your own unique positioning statement:

=> Understand that defining your USP is a process. Take
   your time. Sit down in a quiet place for a few hours to
   get started. Do your homework and write things down. And,
   don't be surprised if it will take longer than you expect.
   Most likely it will...

=> Stay away from slogans. Just because it looks and sounds
   good, doesn't mean it has meaning. Customers can sense
   the emptiness of a slogan from far away. The best you can
   expect from one is that people will ignore it.

=> Know your competition well. You simply cannot compare
   yourself fairly with others based only on assumptions!
   Your customers are shopping and so should you. You need
   to know exactly how you stack up against other businesses
   offering a similar service to yours.

   As you check your competition, ask yourself:
     - What do I offer that my competitors don't?
     - What do I have that is better than what they do?
     - What is the same as offered by my competition?
     - What do they offer that I don't? (maybe even can't?)

=> Know your market. You must be able to identify the
   existing and *unsatisfied* need. What do you do - or
   CAN do - that no one else is doing and the customer
   would appreciate? Once your find it, you're almost home.

=> Don't try to please everyone. There is a vast market
   and it is very tempting to try to get it all - don't.
   Marketing is like hunting: if you want a duck for dinner
   you are far better off if you aim at one duck, not at
   the entire flock.

=> You must be able to deliver. Pick your USP only after
   careful consideration whether or not you can actually
   consistently perform the promised service. Remember,
   just as referrals can build your business beyond your
   wildest dreams, negative worth-of-mouth statements
   can spread even faster.

=> When you are clear on what your USP is, communicate it
   to your market. After you write your few sentences or
   even a few paragraphs, spend some time editing and
   trimming it relentlessly. Boil it down to a few words,
   even one sentence. Then play with words and transform
   them into a bold statement that can grab the attention
   of your most wanted customer.

Never forget that USP is about the customer. It's not about
you, or about your company, your profession, your industry.
It is not about your awards, your credentials... It is only
about your customers and how you can solve their specific
problems.

 *   *   * 

Wanda Loskot is professional speaker and business coach for small
business owners and self-employed professionals who LOVE what they
do - but HATE selling. For a cornucopia of free business strategies,
marketing tips, teleclasses and other valuable resources visit
Wanda's Success Connection at http://loska.com