Wednesday, August 10, 2011

The Unique Selling Proposition - The Driving Force Of All Your Sells

Ever wonder what makes the great giants of today’s marketing world stand out from their competition? The Lexus’s, Cadillac’s, Disney, FedEX, Dominoes, Nike and Coca-Cola. 

How is it that when you mention the word mp3 player, you automatically think iPod. Or what about when you ask for a piece of tissue paper, do you catch yourself asking for a Kleenex?

How is it all done?

In the marketing world we like to call it a U.S.P (Unique Selling Proposition). In sociology, it is known as differentiation. In simple terms, it is simply standing out from the rest. It is the characteristics of your brand that set you apart from your competition. It is what persuades consumers to exchange money for your product or services. It’s what fulfills your desires, needs, demands and wants.

Your U.S.P is the driving force of your company and it’s success. No longer can you use the same “Me Too” approach that everyone else is using. Separate yourself from the competition and position yourself as the only choice in your prospects eyes.

Don’t just Think, Think different!.

Your U.S.P is the driving force of what your offering. Identify what needs, demands, wants and desires are being unfulfilled within your market. "Alleviate that "PAIN" in your U.S.P and make sure you deliver on your promises.

Using a compelling U.S.P is the driving force that builds your business success.  Establish your U.S.P and use it on all your marketing materials for maximum results.



Put yourself in your customers shoes and sell yourself on your product or service from the outside looking in. Why should I buy from you? What makes your different then everyone else? What sets you apart from the competition?


Understand what motivates your customers into a purchasing habit. What drives and motivates your customers to buy? How do they FEEL when they purchase your product? Understanding the behavior and motives of your customers and or prospects is one of the key ingredients to a successful U.S.P.


Set yourself apart from the rest and let your imagination and creativity wonder off into a space of fulfillment.


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1 comment:

  1. Great suggestions and some interesting comments to boot. Big companies have created a brand for themselves & created a market & develop a unique selling proposition for themselves from the rest of the competitor. Branding companies develops a overall brand strategy that makes your brand value.

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