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The Unique Selling Proposition (USP) is the number one thing that needs to be created before continuing with any other marketing endeavor. The USP is a statement or message that explains to your customers, one at a time, why they should buy from you. The following is a list of reasons why you must have a USP in order to make your business prosper.
1. 95% of small business owners do not understand what a USP is, or do not have an adequate USP. Therefore, if you DO have a successful USP, then you are ahead of 95% of all small businesses.
2. Your competition may be reading this right now. If you do nothing about your USP, and he/she does, guess who wins the most sales?
3. The days of the all-inclusive mom and pop business are gone. There is so much choice for the consumers these days, you have to show them why they should buy from you before they walk across the street and buy from the business that does.
4. If there are 2 businesses (or worse 3-5) that offer the same exact thing in one geographical area, and the customer cannot distinguish between the two, one of them is redundant and will eventually fold. Just look around you and see the pizza joints and the dry cleaners that come and go, because they have failed to tell the customer why he should buy from them.
5. You do not want to compete on price. Some businesses get into the price war model, where they all offer a commodity, and the only thing they have to compete with is price. Over time, you cannot sustain a business that competes on price alone. Someone will always come by and do it faster and cheaper. If you craft your USP correctly, you can charge more than your competitors and still gain customers.
6. If you are happy with your sales growth and do not want to add a single customer to your mailing list, then continue doing what you are doing. If you are looking to outsmart the competition, possibly triple your sales in a small amount of time, not have to add a dime to your marketing efforts, then the USP is the way to go.
