Have you ever thought that for something to be a unique selling proposition it needed to be really significant, like the Craftsman Hand Tools Lifetime, Unlimited Warranty or owning a patent or having a guarantee like FedEx’s guaranteed next day delivery? I used to. Then I began to pay attention and discovered that unique selling propositions (USPs) only have to be distinctive and important to the prospect.
To give you an example of a business person doing a good job of developing his USP, I’m going to continue my analysis of restaurateur Scott Slater and Slater’s 50/50. If your uniqueness appeals to your target market, then you may have a unique selling proposition. The goal is to have some distinction that sets you apart from others so that patrons have a reason to come. Almost any branding campaign can create a unique selling proposition just by heavy and constant repetition of their brand name and tagline. The problem with such an approach is that small and mid-sized businesses lack the advertising budget to build a brand just on the repeating an advertising slogan over and over on TV. Scott Slater, on the other hand, takes the path of most small businesses. [...]
Recent Comments