|The basis of
"Separating Yourself From Your Competition" is
your "Unique Selling Proposition", but goes far
past that. We think your Unique Selling Proposition (USP)
should project itself outward to impact your business at
every department and at every level. Not only should you be
able to define your company and how it is different from
others in your industry in one or two paragraphs (you USP),
but your company's entire look and feel should also clearly
state that your business is not run-of-the-mill.
Every message to your market
should clearly indicate that you are different. This is the
essence of "Separating Yourself From Your
So let's start with your USP.
It is the basis of your business concept. It is your unique
business advantage that separates yourself from all others.
Can you articulate your USP? If you can't, then certainly
your customers and prospects can't...and if they can't, what
prompts them to do business with you?
First understand this...you
can NOT be everything to everyone. Not happening. Maybe
your provide more service, or better quality, or greater
value, or greater discounts. There needs to be something you
can hang your hat on...something you can build your
entire business around. You can't build a consistent and
effective marketing system if you are just sending out
marketing messages with no coherent overriding theme.
Best selection/broad choice?
Low price/low markup? Quality/exclusivity? Expert
service/assistance? What void is not being filled in your
industry? How can you exploit that?
Are you a "me too"
business? Rudderless and non-descript? If you can not
clearly offer your market a distinct benefit or value and
you pin your hopes on "just buy from me" with no
real reason, then you will suffer the consequences. You risk
failure and at best will just get by.
Think of your USP as a big
unique and appealing promise that is only offered by you. If
you craft a USP and use it as the basis of "Separating
Yourself From Your Competition" you will find yourself
experiencing success far in excess of anything you dreamed
And this Unique Selling Proposition should now extend to
everything - not just that basic concept/sales message but it should
encompass all of the communication you have outside of your