An Entrepreneur’s Alphabet: U is for USP

U is for USP, your Unique Selling Proposition.   Do you have one?   Do people know what your business does for them?   Wikipedia offers up these classics:

“Some good current examples of products with a clear USP are:

  • Head & Shoulders: “You get rid of dandruff”
  • Olay: “You get younger-looking skin”

Some unique propositions that were pioneers when they were introduced:

  • Domino’s Pizza: “You get fresh, hot pizza delivered to your door in 30 minutes or less — or it’s free.”
  • FedEx: “When your package absolutely, positively has to get there overnight”
  • M&M’s: “The milk chocolate melts in your mouth, not in your hand”
  • Wonder Bread: “Wonder Bread Helps Build Strong Bodies 12 Ways”

They are clear and memorable.   It’s probably quite difficult to work our what your own USP is, so something I often recommend to clients is that they ask clients and colleagues to reflect back to you what you are appreciated for.   Likely as not there’s a common thread which you can weave into what you want to be known for, which can then become a brand standard to which you can nail your colours and by which measure your performance.

What’s your USP?

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