Devoted to Managers and those that seek to improve their management skills

Here are a couple of practical ideas on how to develop your Unique Selling Proposition. 

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First of all, you must keep in mind that the USP will be the heart of that which you build your success, reputation, and prosperity. So if you are not able to absolutely clarify and communicate it, your potential customers will not be able to see it. 

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Whatever type of product or service a customer needs at the time, the USP that you have should be so strong that it brings your company instantaneously into their thoughts. 

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The success that will predictably come when you let your customers know what your USP is through your marketing and practical meeting of that promise still depends upon specificity.

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Your USP must be condensed into its lean, naked, specific nature. 

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Just go at it. Get a piece of paper and write down a short paragraph of what your USP is. You may struggle at first articulating it in such a compact manner. Don’t worry about it! 

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Just keep hacking and cutting away at anything that is too general. Doggedly zero in on the most understandable, detailed promise you can make. 

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Be an enemy of anything that is obscure and is simply surplus words. Do this until you hold in your hand a Unique Selling Proposition that any customer can understand and grab hold of. 

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Once you accomplish this, it is at that time that you assimilate your USP into the very fabric of your company. Everyone in your business from top to bottom must take this in as their own. 

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Jay Abraham says this about having a USP:

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“Most business owners don't have a USP, only a "me too," rudderless, nondescript, unappealing business that feeds solely upon the sheer momentum of the marketplace. There's nothing unique; there's nothing distinct. They promise no great value, benefit, or service -- just "buy from us" for no justifiable, rational reason.”

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“It's no surprise then that most businesses, lacking a USP, merely get by. Their failure rate is high, their owners are apathetic, and they get only a small share of the potential business. But other than a possible convenient location, why should they get much patronage if they fail to offer any appealing promise, unique feature or special service?” 

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While there is no guarantee of success in business, this is the one thing when I am asked, that I always respond to as being the most important ingredient that will give you the best chance at success.