Simple and practical marketing tools and tips for small businesses.

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Unique Selling Proposition

What sets your products and services apart from the rest? Is it quality? Price? Convenience? Style? Professionalism? Your aim is to develop an image or perception that you offer something special. You need to differentiate yourself from your competition.

To be different is to be not the same. To be unique is to be one of its kind.

So, you’re looking for something that separates you from your competitors. There are many ways to set your company or product apart. The trick is to find that difference and then use it to set up a benefit for your customer.

A Unique Selling Proposition, or USP, condenses the objective of your positioning strategy into a brief, catchy phrase. When creating your USP, use short punchy action words to tell the story of your business. Think "Just Do It," "Got Milk," and "Because you're worth it."

A strong USP is every bit as powerful and effective for small businesses as a large corporation. Before you even think of placing an ad or sending out a mailing, be sure that you've articulated your USP. Provide prospective customers with immediate, compelling reasons to place their trust and cold, hard cash with you. The most important thing your USP should convey is what the benefits are for the buyer. Be honest; make sure that your USP promises only what you can deliver.