Make More Money With A Unique Selling Proposition (Finish)
Struggling to get visitors to your site? New customers to your business?
Take a moment to assess your Unique Selling Proposition.
A Unique Selling Proposition is what helps you (or your business) stand out in a crowd. It's what makes you unique. It's not about "selling" in the traditional sense – cold calling or hunting for new business – instead, it's simply a way to differentiate yourself.
And, believe me, it matters. A lot.
Why Because the Unique Selling Proposition (or USP) helps the customer answer one very specific question:
Why should I buy from you?
Make sense to me. Business is a competitive beast. Every time someone wants to spend a dollar, there are at least a dozen companies trying to figure out how to get a piece of the action.
If you don't give people a reason to stick around, they'll leave.
However, being "unique" doesn't mean being the "best." The ideas of best and worst are simply perception. Instead of being the best in absolute terms, focus on how you can be the best in the eyes of the consumer.
If the consumer believes that you are the best, then you've got the business. Period.
So how do you figure out your Unique Selling Proposition? Here are a few tips:
Look At Opportunities For Synthesis:
A lot of good business ideas (and brands) come from the combination of two different areas. For example, Google combined a world-class search engine with the emerging world of online advertising. GroupOn took social media and combined it with the concepts of group buying and discount coupons to create a billion dollar business.
It works on a smaller scale too. Ramit Sethi at I Will Teach You To Be Rich has built a multimillion dollar business by combining the boring topic of personal finance with a witty, example-driven approach targeted at a younger audience. He has successfully cultivated an audience of more than 100,000 people and now is minting money with the Earn1K product.
Know your target market. If you know your customers, you can better position yourself to be different.
As an entrepreneur, this often involves going after a smaller market at first. It's easier to capture a smaller group of targeted customers rather than going after a large market, where bigger players will often eat your lunch before you can even get started.
Once you've kicked some ass on the smaller scale, you can focus on expansion.
Have A Purpose:
Don't be unique just for the sake of being unique. This is the story behind a lot of the viral YouTube videos. They get millions of hits, lots of instant buzz…and then they fade into the background.
While these videos can be fun, they never produce much revenue or brand recognition (if any). When designing your USP, make sure to understand the message you're trying to convey, and the purpose behind that message.
One of the best examples of this is the "FreeCreditReport.com Ads" that ran a few years back. They featured these catchy jingles (even though they're annoying, they really stick in your head!) but the key was that the lyrics actually focused on why the service was valuable. It wasn't just a gimmick; it was a powerful marketing message.
Blogs like TechCrunch and Mashable rose really quickly in just a few years, even though they covered fairly broad topics like technology and social media. What made them unique was their willingness to write in a very sharp-tongued way that hadn't been seen as often in mainstream media. Editors Michael Arrington and Peter Cashmore are both known for being incredibly strong personalities, and this comes through in their writing.