Your USP is Your
Branding Message

Those of us in the “biz” call it your USP, Unique Selling Proposition. Just like your familiar UPS, your USP helps you deliver increased recognition, identity and profits. How? By giving your business a positioning statement and personality that makes you stand out from your competition!

One of the most important key elements of building a business is positioning... how you wish to be perceived by your target group. Positioning says to your consumer, “This is what makes us the leaders in our field and here’s how you can benefit by using our product or service.” It is a trust in the consumer’s mind that makes you stand out from your competition. And how do savvy marketers build these perceptions? With USP.

I will give you some examples how this is done, starting with how I developed by own USP. There are many talented copywriters around, so I asked myself, what USP for Say It With Words will distinguish my agency from other copywriters? Sometimes we are so close to our own business, it is difficult to be objective. However after some extensive research, studying the promotional materials of other copywriters, I realized that the greatest benefit to my clients is my skill as a copywriter with a strong background in marketing. With this insight, my USP is now the tag line, “Specializing in innovative corporate communications and marketing strategies.”

Just as there are lots of talented copywriters, there are lots of Internet providers, and electronic gizmos, and consultants, and non-profit organizations, and travel agents, and universities, and retail stores... and don’t they all do about the same thing? On the surface, it may appear that way. To develop your USP: be objective, talk to your clients and analyze your competition. Maybe you and your competitors offer the same services, but there has to be one important perception you publicize... that becomes your USP. Years ago, Wheaties used the phrase, “The breakfast of champions.” Familiar athletes were shown on the box of cereal. Athletes eat many different cereals, but this became a powerful USP for Wheaties. By association, we assumed we will become champions if we eat Wheaties. GE has “We bring good things to life,” and United Airlines uses “Fly the friendly skies of United.” Now Cheerios cereal claims it can help you fight high cholesterol and features a heart on the package.

What is the distinctive phrase that makes you stand out from your competition? With a unique selling proposition, you are really motivating your consumer to respond. You let them know you have that very special talent or magic ingredient that will add value to their life or business. And as we all remember in the dating game, to attract others you need a good opening line.