What's Your USP? A Crucial Marketing Tip for Small Business Owners (Part 3)
by Katie McVay
We've been talking about Unique Selling Propositions (USPs) lately. Namely, why your company needs one in order to stay in front of the competition, and what USPs are. You can read those two posts here and here.
Today, I'd like to give you some real-world examples.
Remember how we started this topic two posts ago with a question? The question was: If you were asked to describe your company in a sentence or two, what would you say?
I gave what I thought would be common answers:
“We’re an electrical contractor serving the tri-county area that’s been in business for 35 years.”
“We do commercial and residential plumbing jobs and offer free estimates.”
“We’re a local landscaper that mows lawns and removes leaves and plows snow.”
I said those answers were boring and ineffective and just plain wrong. That's because the three statements above could be describing just about any business. They don't stand out, and they wouldn't make your company stand out.
Take a look at the examples again, all of them re-tooled to get your juices flowing.
Instead of: “We’re an electrical contractor serving the tri-county area that’s been in business for 35 years.”
How about: “We’re the only electrical contractor in the tri-county area that pulls the work permit for free, giving our customers one less headache and expense to worry about.”
Instead of: “We do commercial and residential plumbing jobs and offer free estimates.”
How about: “Our free estimates come with a two-year warranty, the longest warranty offered by any residential plumbing contractor in the area.”
Instead of: “We’re a local landscaper that mows lawns and removes leaves and plows snow.”
How about: “Sign a contract with Larry’s Lawn Care for all your snow removal needs this winter and we’ll mow your lawn for three weeks next summer—for free!”
See the difference? The first examples were flat, unmemorable, and offered nothing unique to set them apart from the competition. The edited versions are snappy, give a quick glimpse of what each company does, and offers a specific benefit to consumers.
Think of something you offer that none of your competition does. It may take some research on your part, but the payoff will be worth it. You’ll be able to tell people quickly and honestly why they should do business with you and not the competition. That unique turn of phrase will set you apart and make people remember you.
Now go ahead and get cracking on your company’s USP.