Consciousness: true selfishness
By Bob Martin
WHAT’S YOUR USP?
I spent a week in Chicago many years ago. I attended a school put on by the Giant Killers, a marketing instruction company. The first question they asked us was… What’s your USP? Well, we all looked at each other, shrugged and developed blank stares. Our instructor continued to explain that a USP is a “Unique Selling Position”. Basically, what makes our product the best buy.
YOU NEED TO DETERMINE YOU USP FOR YOUR PRODUCT OR SERVICE.
Is your USP that your product is cheaper, a different color, an old family recipe, you promise rapid delivery… anything that makes your product stand out from the rest.
Once you determine your USP, you can start developing your marketing plan around it. Obviously, what makes you unique is what will make you appealing to your target market.
Compare yourself to your competition and find out what sets you apart. No competition? Then that’s your USP.
Bob Martin is principal of Martin Creative Consultants, providing advertising consulting and services to manufacturing and retail businesses. His MCC VoicePros division creates audio voiceovers for radio, TV, internet ads and presentations.