A Target Marketing / Unique Selling Proposition Article

Note from publisher: Targeting customers through a unique selling proposition (USP) is critical. Here, Steve Hill explains six ways to effectively "tell them what you do for them" with the USP.

"Don’t tell them what you do. Tell them what you do for them.” As a small business owner, service provider or medical professional, one of the biggest challenges you will face is telling others what you do. The challenge comes from the fact that most people are only interested if what you do fits what they need or want.
Otherwise they are not interested. You must tell the listener how your product or service can benefit him, and how you can do it better than others who do what you do.

This is your unique selling proposition (USP).
A great USP has these key elements:

1. Outward Focus.

Instead of talking about you, your offering or your credentials, your USP should focus outside, on the prospect or customer.

2. Targets a specific group or niche.

The best USP statements are personalized to the group or individual you are addressing. For example, when speaking to a doctor, I would say

“I help medical professionals find more profitable candidates for their elective procedures.”

When speaking to a diverse group (such as the chamber of commerce) I would be more general:

“hofcommunications designs hair-on- fire marketing programs that help you attract more clients and earn more money.”

3. Easily understood and retained.

Detailed discussion of process should be reserved for a sales presentation, and are not appropriate for an introduction.

Stating your USP clearly and quickly makes it easy for your prospect to remember you when you follow up. What you do should be self-explanatory.

4. Offers an obvious benefit.

Tell your prospect how you can ease his pain. This presupposes that you understand the problems of your target market, and have a solution.

Some people get this backward, and create a solution in search of a problem (or create a problem in search of more problems!).

5. Avoids jargon.

Engineers and purveyors of technical services love to talk the talk. Here’s one I heard recently:

“We create enterprise software for core competency implementation.” (Huh?)

Even if your target market is highly specialized, you should assume that you share only one common language – English.

6. Integrates easily with your marketing materials.

Your USP should become of your branding efforts, and should appear on all your marketing materials, including your business cards, stationary, and website and brochures. In some instances, your USP becomes your brand:

“Have it your way. At Burger King.”

Ultimately, your USP becomes your primary marketing message, your elevator speech.

Much like scriptwriters who are coached to sum up the plot in one sentence, your unique selling proposition provides a clear, concise benefit statement that positively represents you and your company, and leaves a memorable and favorable impression in the mind of your prospect.