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USP, unique selling proposition, is one of the most important issues that you can possibly tackle and the interesting thing is that maybe you're in business or maybe you're an employee as the case may be, you need a unique selling proposition.
In the case of a business obviously you would like to sell your product but guess what in today's rapidly expanding web economy, by 2010, only 30% of all jobs will be the same.
Only 30% of the jobs by 2010 will be new jobs. That means 70% of all jobs will be old, 30% will be new what does that mean?
That you will have to sell yourself as a completely new person within the next 10 years. Just applying for a job won't do it anymore.
Ok, let's go straight into the first part. Let's talk about a business unique selling proposition. A business unique selling proposition is the first thing, you are in business, hopefully you've found your niche. And guess what right now, it is time to find an even maybe sharper unique selling proposition.
How do you do that? I have developed a very simple 5 step concept. Normally you could read books, you could buy videos, it's amazing the amount of information there is out there on USP.
Answer the following 5 questions or design your USP along the following 5 simple guidelines.
The first is, the USP has to contain the essence of your product or service.
Number 2, it has to contain the essence of the benefit of your product or service.
Then it has to be short, why? Simple. There have been tests out there where by they measure the eye movement of normal people reading newspapers or scanning websites to see, you know, banners and all the information written down there.
And you know what? You only have 1/10 of a second to catch the attention of somebody. Believe it or not, 1/10 of a second. You have to break through this fast. Otherwise you get on the phone try to cold call companies and then you start telling them a long story. Nobody's got the time, forget it. You have to be fast and short.
Next point; make it as tangible and measurable as possible.
Last but not least, you may want to mainly paint pictures. Mainly paint pictures. Those are the 5 guidelines. Lets look at some case studies.
Case studies
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How does that work? Let's look at a few examples that you may know. First example, let's choose pizza. In the United States you got two chains, one of them is worldwide, I guess it's Dominos then you've got Little Caesers.
Dominos went out and they said, great, either we deliver to your house in 15-20 min, whatever time span they promise, or you get the pizza for free, right. So imagine is that short, tangible? Yes it is. The essence of the benefit is, in x time or free. Great benefit. Tangible? Yes. 15-20 min whatever time span. Short? Yeah, fairly.
Was the pizza market gone with one single company? No. The pizza market has got many competitors but they have got different unique selling propositions, they've opened up different niches. And one company that has a different niche with a very simple USP is called Little Caesers.
And for those of you in America, I guess you know what Little Caesers promises. Pizza, pizza. Maybe you do not know if you live in some other place. There is this little commercial there's this little caeser character comes out and just says, pizza pizza. What does it mean? Two pizzas for the price of one. Great. How simple can it get?
Two words. Essence of product, pizza. Essence of benefit, pizza pizza. Tangibility, 2 times pizza for the price of one. Finished! That's as simple as it can be.
Now, let's take another example from a different industry. You might have heard about UPS, United Parcel Service. Good. UPS started in a market that at that point was non-existent, they discovered a new niche. Because you may or may not remember from the case study, the American postal system was in huge disarray.
And if you put in your piece of mail into your mailbox, you started hoping and praying that maybe it would arrive some time. The man who founded UPS said, great, there's a market for me out there. He said, if you send you're material with me, your package, whatever you'd like to send, you courier it with me, I'll do one thing for you. I'll guarantee delivery.
UPS's USP, guaranteed delivery. Short, sharp, tangible? Yes. And guess what? Again, was the market over and done with? No. A company called Fedex came into the market and they found a new niche in that market and that market in the continental United States was called, overnight. We'll deliver overnight for you. And they took the market by storm.
So remember the simple 5 guidelines and use them. You'll never go wrong.
