In a cast of many, why you?
Walk down the cereal aisle at the grocery store lately?
It’s a bit daunting… and they all want to be invited into your cart.
Assuming you didn’t come in with a specific one in mind, and assuming price is not your sole criteria, which will you choose.
You’ll choose the one that lines up with your priorities… and it will have 1–3 seconds to make that obvious.
For instance, if fiber is your priority, the box that boldly screams it’s highest in fiber will pull your attention. If you’re heart conscious, the field will immediately be narrowed to the boxes that make mention of their heart healthiness.
In micro seconds, you’re scanning for the esssence of each cereal… what makes it different from the rest. What is its uniqueness?
In marketing speak, we call this the Unique Selling Proposition – USP. And you have very limited attention time to communicate it.
Your USP quickly communicates: Why You. What differentiates you from your competitors? That distinction is the selection criteria – why someone chooses you… or your competitor.
Some classic USPs that virtually built companies are:
When it absolutely, positively has to be there
(Federal Express)
30 minutes or it’s free (Domino's Pizza)
Melt’s in your mouth, not in your hands (M & Ms)
We’re number 2, we try harder (Avis rental car)What’s your USP?
- What is the core difference between your product or service and your competitors?
- What makes yours better?
- What features does your product have that your competitors don’t?
- What benefits does your product have that competing products don’t?
- Is your customer service superior?
- Is your guarantee unique?
- Is your process different?
The more aligned your USP is with the “hot buttons” of the market, the more powerful it will be. For instance, Dominos Pizza was a nothing special, college town pizza shop. Pizza delivery was not offered at the time.
Owner Tom Monaghan surveyed people and noticed what they wanted most was
hot pizza they didn’t have to go OUT and get.
Rather than compete on price (like everyone else), or taste, he started
offering fast delivery and redefined the industry.
It’s not enough to be the best solution when that isn’t quickly obvious to your audience.