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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 4 mistakes that small business owners make before doing their homework and create a terrible USP:
1. You "wee-wee" all over your USP. Your USP must give your customer the benefits why the person should buy from you, what your business is going to do to benefit them. Many business owners make the mistake of listing features in a bragging fashion such as-
"We have been in business for 42 years"
"We have the cleanest bathrooms in the city"
"We have more trucks than anyone in the business"
Who cares?
You must take these historical facts and figures and turn them into benefits for you customers. Get rid of the "we" in your USP, focus on the "you," as in you, the customer.
2. You have the same basically the same USP as your competition. You left the "Unique" out of your Unique Selling Proposition. If there are 2 businesses in the same region and they both offer the exact same service, then one of them is redundant. If your USP is "We serve the best coffee in town" and your competition is "We have the finest coffee around," why would your customers pick you over them? What makes your business unique?
3. You don't have a USP. If you are one of the 95% of small businesses that do not have a USP, then you are on the road to no growth. Your USP can be the biggest single, positive change that you can make in your marketing arsenal, and for no additional cost.
4. Your USP does not convey a message to the customer. Companies in the Information Technology sector are notorious for terrible USPs, such as "we provide optimal solutions in a changing world," huh? Or another one might be "we are here to serve you," who cares? Your USP needs to tell the customer, one at a time, why they should buy from you without using any filler words that don't mean anything.
