2 of 2

Write now Article Tools

Page 2 of 2

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 -

Learn more about this author, Sussa Bailey.
Click here to send this author comments or questions.

• << previous page
• 1
• 2

Add your voice

Know something about How to build a unique selling proposition?
We want to hear your view. Write now!