Lynchburg Business

Is Your Message Unique?

Issue: May 2010 by David Norcross in Inside The Magazine, Marketing & Sales

The first step in any marketing strategy is to develop a Unique Selling Proposition (USP), Unique Marketing Message or Customer Value Proposition. It doesn’t really matter what you call it—simply put, this two-sentence message defines you and your business. What really matters is that you have a message and that it is clearly communicated throughout your organization. Your USP is what sets you apart from your competition and helps you to carve a niche for your business in a way that will attract more customers.

What makes your business unique? Is it your years of experience? A particular product that you offer that provides advantages of no other product in its class? Or is it your services and the way you respond to the needs of your clients? These are just a few examples; however, I am certain that your business has many advantages over the competition. The problem is that many businesses do a terrible job of communicating their uniqueness and what sets them apart. Just take a look at your message and compare it to your competitors. Do you see that you make similar claims? So often you will see claims of “quality, service and an affordable price.” Well, guess what? Most customers expect that from a company or organization. Sure, they’re great qualities, but they are by no means unique.

First of all, let’s take a look at your current message. In two to four sentences, are you able to communicate to your customers or prospective customers what you do and what separates you from your competition? If I picked up the phone and called you right now, could you tell me in 30 seconds or less what makes you different from the other business or organization that offers the same product or service as you? Is this message communicated throughout your organization? Once established, your USP should be the basis for your brand and should define who you are. Then, each person and every correspondence that travels from your company should include this message.

Think for a moment, if you will, of some of the most famous USPs—the ones that we all know and remember:

-        “When it absolutely, positively has to be there overnight.” (Federal Express)

-        “Pizza delivered in 30 minutes or it’s free.” (Domino’s Pizza)

-        “The nighttime, coughing, achy, sniffling, stuffy head, fever, so you can rest medicine.” (Nyquil)

This list can go on and on and while each of the companies mentioned above are large, national companies, you can also develop a message just like theirs here in Central Virginia; a message that will compel others to do business with you and a message that literally sells your product or service to everyone who needs it.

For some, writing an effective marketing message is easy. For others, this task is difficult. A lot really depends on the type of business you are in and the product and service that you offer. However, every business is unique in some way and that is a huge part of developing your USP.

Let’s looks at an effective way to develop a USP:

First of all, start out by listing three benefits of your product or service. Do not focus on quality, service and price because everyone must offer these benefits and they offer nothing unique. Let’s face it: Would you buy something that was of poor quality, expensive and provided poor service? Of course not, so make sure that the benefits you list are real needs in your market place. This will take some work on your behalf and may require that you sit down and examine your entire marketing and advertising plan for your business.

Bottom line: You need to spend as much time on this one step as necessary because this one step and message defines who you are. It is the most important step in your marketing efforts. Within this part of the process, I highly recommend that you also examine your competition. I would bet that you may see an exciting revelation in your findings by discovering that they have not developed a marketing message either. Don’t get left behind. Create a message that shows you are a leader in your industry.

Next, list three areas where you are unique—your guarantee, your offer, something that simply makes you better than everyone else. This shows your prospective buyer that you are serious about your business and you are so serious that you stand behind your product and a service with a guarantee. In this step, do not be afraid to take a risk because this will really help you define your business and your brand by demonstrating that you also believe so much in your product or service that you are willing to take that risk.

Finally, know your buyer’s pain. Yes, you read correctly. Every buyer out there has pain and they typically have had a bad experience buying the exact thing you sell. Do you know your buyer’s pain? If not, ask them. Take a survey, call your most loyal customers and offer a discount on their next purchase for helping you determine what makes you unique and how you solve their problems and ease their pain. If you are addressing the needs of your customers, showing the benefits of your product or service and then backing it up with a guarantee, you are well on your way to effectively communicating your message.

Once your USP is complete, it is time to integrate and deliver. Make this message a part of every bit of communication that flows from your organization. Make sure your receptionist, your customer service personnel, your management and your sales people sing your marketing message with every communication with clients. Make sure that your message is on your website, your email signatures, your printed brochures and ads—essentially everything with your name on it.

If you do not already have a USP for your business, start today and begin to receive instant results. Until next time, make marketing your mission…everyday!