Session 6: Creating your unique selling proposition | A Marketing Podcast

Session 6: Creating your unique selling proposition

In session 6 of A Marketing Podcast I discuss what a USP or Unique Selling Proposition is and why you need one. I walk you through creating your unique selling proposition and 3 simple questions you need to answer. As well, I demonstrate with A Marketing Podcasts’ USP, how I developed it and the final version that I use on the site and in all my marketing messaging.

Session 6: Show Notes

Recap of Previous Sessions (related to strategy development):

What is a USP

USP stands for “Unique Selling Proposition” among others such as:

  • unique sales pitch
  • Unique Sales Proposition
  • Unique Sales pitch
  • Unique Selling pitch
  • unique selling point

The USP has been around since the 1940 – so it works!

A USP is how you separate your business/product/service from your competition

An example of a USP

A&W Fast Food Restaurant

A&W - Good food makes Good Food

A really good USP is as much a sentence on your marketing strategy as it is a mindset for your business.

What a USP is not

  • It’s not your mission statement – that’s what you want to be when you grow up, not how you’re different
  • It’s not a slogan – although you can create a slogan to encapsulate your USP, but there’s more to it as you’ll see
  • A Sales pitch – it’s used in your sales pitch, or helps define your sales pitch, but once again there’s more to it.
  • It’s not the BS line like “we provide the best customer service!” Honestly, every time I read that I want to punch something!

Why do you need a USP?

To separate your business from your competition – there is always competition.

Another reason is your USP will help you create messaging in your tactical executions

Creating your unique selling proposition

Step 1 – List out the differences between you and your competition

Create a list of things that you have or do differently than your competition

Step 2 – Think as your customer

We’ve already done some work on our target audiences (click to listen to session 4: Understanding and developing your target audiences) so you should have some great insights already on who your target audience is and how they make their decision to buy from you vs your competitors

Dig deeper into the real reason customers buy your product, or why competitors customers buy their products over you!

Step 3 – Answer these three questions

Here’s a list of questions to help you think like your customer. Remember your audiences whilst answering…

  1. Why should I do business with you and not your competitor?
  2. How do your products/services separate you from your competition?
  3. Once I’ve done business with you, what am I going to feel? (Guarantee)

DON’T GET DEFENSIVE WHEN ANSWERING – because it’s easy to. Attack with confidence instead!

Another thing to remember as you’re answer these questions is that you should focus on the customer’s desires, not their needs.

Step 4 – Sum up your answers ad you’ve got your USP

Creating your unique selling proposition is that easy. Just summarize and maybe put a bit of a marketing twist on it. But otherwise you’re all done!

The AMP example:

1) Why should I do business with you?

To develop a marketing strategy and plan for success

A marketing podcast focuses on the development of marketing strategy before executing tactics to help you develop a road-map to achieve marketing success.

2) How do your products/services separate you?

Simple terms and processes

A marketing podcast focuses on delivering insights to marketing strategy in simple terms that make it easy for business owners, and small business marketers, to understand complex marketing theories and apply them to their marketing.

3) Once I’ve done business with you what will I feel? (guarantee)

A solid plan is in place to achieve marketing results

Implementing the learning’s and theories of A Marketing Podcast, will deliver savings in time, effort, and money, by helping you focus on your goals and objectives that align with your businesses success.

Sum it all up!

Develop marketing strategy and plan for success, simple terms and processes, a solid plan to achieving marketing results

A Marketing Podcast, hosted by Matt Coco a Marketing Strategist and Digital Marketing Professional, focuses on the development of marketing strategy and execution by delivering complex marketing theories in simple terms to business owners, and small marketing teams. In doing so, Matt delivers a solid marketing strategy and road-map to marketing success, resulting in achieving the desired goals and objectives for your business. tweet

Recap

  • USP have been around forever – so they must work
  • A USP is how you separate your business/product/service from your competition
  • A USP is not your mission statement and it’s not just a slogan
  • You need a USP to set your business apart from your competition
  • We discussed how to develop your USP
  • Starting with listing the things that make you different
  • You need to think as your potential customer/target audiences
  • Need to answer the three questions
    • Why should I do business with you and not your competitor?
    • How do your products/services separate you from your competition?
    • Once I’ve done business with you, what am I going to feel? (Guarantee)

Next Session – Session 7: Developing your marketing mix

  • I’m going to help you develop your marketing mix, by virtue of all the work we’ve done to this point. 
  • There is a straight forward approach that will help you identify the tactics with the highest chance of delivering results that will benefit your business

 

Links & Resources:

Thanks for listening in!

If you have any questions about this session, leave them in the comments section below. If you enjoyed the show, let your friends know by using the social sharing buttons below. Your help sharing the podcast will allow me to help more business owners and marketers just like you be more strategic!

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