Is Your USP really Unique?
Your USP is your Unique Selling Proposition. Is yours really unique? If you’ve ever been to a networking meeting or leads club, you’ve probably done an exercise where everyone states their USP. “Tell us what’s unique about you,” the group leader asks. “Tell us why we should send you referrals.”
Sometimes, a person has something truly unique about them, their company, or they way they do business. Perhaps they created a patented method of doing some process. Maybe it’s a commitment to being green.
A wonderful caterer we know makes great food. But of course they do…it is what they are SUPPOSED to do. But they use compostable utensils if they are serving on disposable plates and their serving plates are made of palm fronds. That’s unique.
Your USP is something that makes you different, makes you stand out from the crowd. It doesn’t make your product or service better necessarily. Our caterer friend’s food is delicious no matter if the plates add to the landfill or not.
What a USP is NOT is what everyone else is. That’s why the first word is Unique. When someone asks what makes you different, why should they do business with you, your answer better be something different. “I give great service” is not unique. It is what you are supposed to do. “I return phone calls.” Well, one would hope so. However, if you return calls within one hour during the week and 2 hours on weekends and you are a one-woman show, that can be pretty unique.
Unique doesn’t have to be outrageous. For example, the USP of Business Solutions for Growth is that you get 2 business strategists working together to create a plan of action that is both creative and systematic. That’s because one of us is a very creative, no idea is a bad idea, how wild can we get kind of thinker and one of us is very systems driven and a logical thinker. On it’s own, each is nice. But together, coming from two brains working on your one project, it’s Unique.
Unique doesn’t have to do with your business. It helps. By adding a personality trait that is unique, you will capture people’s attention. The owner of the company that has cleaned the headlights on our cars happens to be a great singer. He sings his tagline in a beautiful, booming voice. Of course, it helps that the service he provides is very different and really great. But the delivery of his message keeps him in mind.
Before you’re asked, “what makes you different,” or before the leads group exercise comes back around to “what is your USP,” think about it. The things you should be doing do not make you unique. If you don’t have one, come up with something different to deliver more to your customers and to help you stand out in their minds.