One of the issues we constantly face here at iNove Media are clients with businesses with no unique selling position in the market. If you have no unique selling positaion, then you have no where to stand out or promote yourself.
USP’s were originally defined around the 40’s, as a position a company took to make them stand out from their competitor and make the customers of said competitor switch to them.
It works, basically, as an understandable and tangible reason for people to buy your product, over that of other, competing products – clear and tangible can be actual, measurable reasons, or a benefit that your competitor doesn’t offer.
For example a typical bank in Nigeria is promoting themselves on the concept that they are a “Slip Free” banking system. So no one is dealing with filling slips or carrying passbook & ID card here and there.
They have no middle men – which means there’s no commissions to pay to anyone.
They have NO share holders, so they don’t charge money for things that should be free.
That’s the USP for that bank – and its resulted in many people switching to them.
Or MTN back in the days, as the only network with the largest coverage in Nigeria that even extends to our villages .
Your unique sales position is a clearly defined statement of what your business stands for – what makes it special. Its the thing that makes your business all you.
Your USP could be your customer service position – whether its to do with your response time, or your guarantee, in fact it can be anything that makes you ‘different’ from your peers. The only caveat to this is to make sure its a clear difference – anything unclear, or too technical may not work, or be completely overlooked by your customers, thereby creating no reason for them to switch to you or choose you over their competitors.
Create one for your business today and make sure your customers/clients, prospects and employees are all aware of it. Basically integrate it fully into all your marketing efforts and business operations.