As those of you with our 2015 Calendar will know, this month’s topic of focus is the unique selling proposition (USP). This means identifying what makes your company special and keeping this at the core of everything you do. A great example of a USP is FedEx: “When it absolutely, positively has to be there overnight.”
Developing a USP comes right after deciding on an overall strategy. Many products and services are indistinguishable from the competition. The key to developing a USP is to ignore the features and benefits that could apply to anyone, and instead focus on the one thing that makes your offer unique.
Have you identified your USP? Is it at the core of everything you do? To learn more about developing a USP for your business, we have produced an in-depth article on the subject. In it, we provide a framework to help you identify what your customers value and a quick and easy 3-step test to evaluate the effectiveness of your unique selling proposition.
To read the article, please click the link below.