Most business owners have trouble defining what their company does that is indisputably better or different than everyone else. And even if you think you do better work or give better service than your competitors, how do you convince potential customers?
The acronym “USP” (Unique Selling Proposition) is one that has cropped up in this column from time to time, because I regard it as one of the best marketing concepts for any business to use. Basically, it answers the question, why should someone do business with me rather than any of the scores of competing firms that do the same kind of work in a given market?
Like so many things, though, coming up with a USP is easier said than done. Most business owners have trouble defining what their company does that is indisputably better or different than everyone else. And even if you think you do better work or give better service than your competitors, how do you convince potential customers?