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- TIP:The art of this article lies in the fact that it is applicable to YOURSELF or YOUR BUSINESS or even a way to approach a SPORT's MATCH. So I leave the psychology to the eye of the beholder. -

In the light of the credit crunch, the economic meltdown/turmoil/instability (whatever!) I think it is a crucial time to look at your USP. But let me set things straight: I am not a

Unique Selling Proposition guru. Dan Kennedy is, and he has written several books on the subject. So the likes of you and me that do not own the golden goose that lays the golden eggs forevermore. We cannot afford someone like Dan Kennedy. BUT we can do a lot at NO cost, just a bit of effort and exposure.

Scenario:
1x room
10x people
1x creamy chocolate cake, cut into 10x equal pieces.
Background re 10x people: 10x very hungry; 3x on diet; 2x cacao intolerant.
SIM-SALLA-BIM... BANG! Imagine explosion, lotsa special-effects: 1x creamy chocolate cake slice change into 1x healthy carrot cake slice.
1x diet people arm flies across the room, opportunity spotted, and grabs the piece within split-seconds!
Result: 5x happy cocoa people; 1x happy carrot people; 4x unhappy, very hungry people.

The moral of the story: Nor the Chocolate Cake or the Carrot Cake Gini knew their markets needs/habits. Credit to the Carrot Cake Gini s/he did address a void in the 'dieters' market. If the Carrot Cake Gini did his/her homework, whacked a bit more creative juices together, s/he could have satisfied, and wetted the appetites, of at least 30%, or even 50%, of the 100% market.

To discover your USP, is ALL ABOUT: to differentiate (separate) yourself uniquely, distinctively and favourably from your generic competitors. So in plain English it is all about positioning yourself in the market. It takes time, but you need to:

Free yourself (business) from being 'non-descriptive'. Stop relying on the by-proxy momentum of the market or moment. Stop believing that people will buy you(r) service/product for NO justifiable, rational reason. Stop promising what you cannot fulfil. Do NOT offer yourself (business) to 100% of the market, imposssssibl! My mum always say: moenie lugkastele bou nie!) do not build air castles! Concentrate on the 30% that is NOT catered for, and surprisingly the 20% that are still not being 'totally' satisfied might consider the 'new alternative' (you) as a mid-term stop until a provider comes along and give them exactly what they are looking for. So you might set off to grab 30% of the market, but be not surprised if you get 50%.

USPs are NOT 'good customer service'

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