How Do I Know My USP When Advertising My Business?

A new client recently asked me how to determine her USP when advertising. Actually, I hear this question often. In this instance though, the client was honest. "The ad agencies keep saying we need to know our Unique Selling Proposition," she said. "But I can't think of anything that really makes us stand out. What we offer is the same as what our competition offers."

I was proud of this client for being honest. In most cases, when a business doesn't truly have a Unique Selling Proposition or USP, their typical response is, "Our service sets us apart." When I ask why their service sets them apart, they can't give a concrete answer.

I explained to the client that if she can't think of a single reason why her business is better than the competition, it's better to consider changing something about her company than to use an untrue USP when advertising.

What is a USP. . .Really?

You can pick anything about your business and call it a USP, but that won't make it true. If it isn't true, and customers find out it isn't, you project an image of dishonesty. That can be more damaging to your company than not having a USP. To start with the basics, your USP should tell potential customers why they should do business with you. Why should they choose your company over the competition? That's why you must first do some competitive research. What does your competition offer? Pose as a potential customer and call your competition. Visit their website. Read their ads and brochures. You can't know what your business does better or offers differently, until you know what your competition is doing or offering.

Once you have gathered your competitive intelligence, begin comparing. Your USP should be something your competition doesn't offer. It should meet a need that would otherwise not be met in your marketplace. If the products you sell are no different, consider other ways your company may stand out. Are you different in the way you sell or support your products or services? Perhaps you offer a unique guarantee or follow up service. If you still can't find any difference, then you've given customers no solid reason to choose your company. It's time to give them a reason.

Can You Create a USP?

If you can identify no authentic and compelling reason for customers to choose your company, then you need to move out of your comfort zone. You need to change the way you do business. Companies that stand out typically break out of the "me too" mold. They create the difference that sets them apart.

One of the most-often-used examples of this is Domino's Pizza. Even though they haven't used it in a while, most people still remember the slogan (and USP), "Fresh, hot pizza delivered in 30 minutes or less or it's free." When Domino's created this selling proposition, it was unique. Nobody else offered such a guarantee. With it, they climbed to the top of the market. Notice they didn't even promise the pizza wouldn't taste like cardboard. They identified a need in our time-deprived society, and set out to fill that need.

A more recent example is Verizon Wireless. If I were to ask what their USP is, you might say, "Can You Hear Me Now?" Obviously, that's a catch phrase that took hold and became a marketer's dream. Even so, it was part of a larger effort to express what sets Verizon apart from their competition. Verizon claims to lead the market as "America's Most Reliable Wireless Network." They don't stop there. In much of their advertising you will see the service mark "It's the Network." They offer a "Worry Free Guarantee" and "New Every Two." I'm not explaining all of this to promote Verizon Wireless. I think it is a wonderful example of the way a company, any company, can take a concept and build it into a Unique Selling Proposition across all aspects of the company. Verizon has taken the promise of "reliability" and has made it part of their overall image.

These are just two companies, and two examples, that prove you can create a USP.

How Do You Create Your USP?

The best place to start is with your current customers. Ask them what they appreciate about your business. Why did they choose you? You may find a uniqueness you didn't know existed. Talk to potential customers too. Ask them what they care about most when buying your product or service. What would convince them to choose or switch to your company? Don't just focus on a difference that appeals to you or your staff. I would venture to guess that Verizon did market research to determine reliability was a hot button with cell phone users. You may not be able to afford extensive market research, but you can find out a lot by simply asking current and potential customers.

Keep in mind that your USP can branch out to target specific groups of people. Let's use Verizon as an example again. Overall, their USP is reliability. As part of that, they offer the "Worry Free Guarantee" with different "hooks" for the different hot buttons people have. For example, for those who want to keep up with the latest phone technology, they offer a new phone every two years. For those who value personal service, they promise ownership of any problems the first time a customer calls. If you serve demographically diverse groups of customers, keep in mind the benefit of using different selling points within your USP.

When you choose a USP, make sure it's one you can fulfill across the entire company. As I noted earlier, it's counterproductive to make a public promise that you can't keep. Your entire team should be focused on delivering your USP, and it should be evident in all aspects of business. A USP is more than a slogan in your advertising. It should become part of your company culture. If you've chosen a USP you don't think you can honestly deliver, start looking for another one.

Don't make your USP too vague. That's why I ask people for specifics when they claim their USP is "service." There is nothing wrong with making "service" your USP, but you must make sure your service is truly better and delivered consistently. Determine and implement ways to ensure your service is better. For example, you might promise a live person on the phone each time a customer calls. Or, guarantee all orders will be shipped within 24-hours. These are just examples of the way you can make a "service" USP or any USP more concrete. When you develop solid, measurable parameters, it is also easier to integrate your USP across your company. Employees will know what is expected of them.

Once you have made your USP a daily part of your organization, and your employees are trained and on board, it can then become a repetitive part of your marketing. It should be conveyed in an easy to recall slogan and as part of your overall branding.

Over time, customers will begin to connect your USP with your company. It will become part of your identity, and they will see the value of doing business with you. Most importantly, they will experience the difference when they do business with you. They will see your USP is more than a slogan and will tell others. With a genuine USP, your company will stand out not only in your advertising but also in the overall perception the general public has of you.