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Nailing Your USP
Danny Austin
? If so, in what way?
? Can you definitely prove it?
? If you're not unique, are you better at what
you do than the competition? And if so, what
exactly is it that makes you better?
? Can you demonstrate in easily understandable
language (not BS) what it is that makes you
better or different?
? Do you provide quality--either at a price or
irrespective of price?
? Do you provide value? And that doesn't
necessarily mean offering the cheapest prices or
matching those of some fly-by-night outfit that
could very well not be around tomorrow.
? If you believe you provide value, can you
express it in 20 words or less, spelling out what
is the unquestionable benefit you provide at a
fair price to satisfied customers?
? Do you back up your quality products or
services with rock-solid, no-questions-asked
guarantees and unmatched customer relationships?
? Are you totally reliable? This goes beyond the
above two points and is the reason why some
companies have been in business for years, while
seemingly not being different than other
companies with similar products and services.
Perhaps a better way of posing the question would
be, Does your company have integrity?
? Do you give the impression that you've been
around for a while and intend to be around for a
good deal longer? That anyone dealing with you, (
particularly in a B2B relationship), should be
assured that you will unhesitatingly solve to
their complete satisfaction any and all problems
that might occur in your business relationship?
? Even though it may not necessarily be seen as
an obvious bottom-line revenue generator, are you
prepared to spend time helping solve customers'
problems, irrespective of whether this is part of
the service you normally provide?
? If you've been in business for a while, do you
have solid and reference-proof case studies,
particularly with locally recognizable satisfied
customers that you can talk about in your
advertising? Can potential customers call your
existing customers to verify their experiences
with you?
? If you went out of business tomorrow, would
anyone, apart from you, your mother, your dog and
your investors give a damn?
So let's assume you can answer yes to at least
one of the above items. (Perhaps, even more than
one.) If so, congratulations, you have a USP. Put
it down on paper.
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