- 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' or a 'quality product/service'. Those should be in the mission statement of any serious business. So how do you discover your USP(s):
Focus on the void(s) in the market. Research and listen to your friends, family, other consumers or yourself, you are a consumer. The Unique Selling Points of specific products/services are best known by consumers. People talk about that 'specific thing' they cannot get in 'this' town, the 'only' place that sells this-or-that, the reasons 'why it is unbearable to shop there'. Maybe you are aiming to cover to wide a geographical area, maybe you need to focus more locally. You are fishing in the sea, but the best most eager and hungry fish are in your own pond. Get the idea. People talk and know what they want, and your USP is all about them and satisfying that unsatisfied need. Can you DELIVER the void 100%? If not, pick another USP.
Once you have yourUSP it is time to describe it to yourself, incorporate and capture it perfectly into a memorable, catchy one-liner. It should be rhythmic and not more than 10 words. Exactly what you do, to whom, and how in the most striking yet descriptive words. You do not need to pay a fortune to a copywriter. Google 'tips writing good slogan', get motivated and do it yourself. Short list a few and ask creative people what they think. At the end it is your choice on which one is most striking and descriptive.
Incorporate your slogan into every piece of marketing material you present or send out. People are suckers for slogans, we love repeating those memorable little lines. And if it does have a sing-along rhythm to it the better. The moment someone need your product/service it will instantly pop into their little heads like a little soap-bubble. Here are some examples of ever-so-strong slogans, see if you can associate the slogan with the company (answers blow):
1. Beanz Meanz *
2. When it absolutely, positively has to be there overnight
3. Healthy, beautiful, dandruff free hair
4. Pizza delivered in 30 minutes or it's free
5. Just do it
6. Don't be vague ask for *
7. * refreshes the parts other beers cannot reach
8. Be humankind
9. Originals never fit
10. Ah *!
11. Have it your way
So folks, if you do your research and you follow the trends in your own business you will inevitably come to the USP cross-roads. Beginning of this year I had to admit to myself I cannot fulfil all VA services, my market is not the world-wide-web. And most of all: the earth is a hell of a ball to please and happi-fy! More so than ever, where small businesses crash and tumbles like unstable pick-up-sticks, it is our responsibility to narrow our little peepers and focus! I am more profitable, more motivated, and most of all more happy. I am not yet where I want to be, but I am confident with my work-in-progress. And if you know where you going, you know who you are, what you are providing or selling to whom. Well, then I guess Johann von Goethe's little saying makes sense: As soon as you trust yourself you will know how to live....
- ANSWERS:1. Heinz; 2. FedExpress; 3. Head & Shoulders; 4. Domino's Pizza; 5. Nike; 6. Haig Whiskey; 7. Heineken; 8. Oxfam; 9. Levi's; 10. Bisto; 11. Burger King -