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A Unique Selling Proposition [USP] – The Cornerstone Of Your Marketing

A Unique Selling Proposition [USP] – The Cornerstone Of Your Marketing | Branding Planet |

A Prerequisite For Your Business

One of the primary factors, for effective sales, is your company’s unique selling proposition [USP].

The USP is that unique position that sets you apart in the minds of both your prospective and existing customers

This is core to why somebody chooses to make a purchase from you.

Ultimately, the USP should encapsulate the sum total of what a prospect experiences as you do business with them. If it doesn’t reflect their experience, it is unlikely that you will see them again.

Why do we need to do this?

•Establish yourself as an expert in your chosen field. It establishes your expertise, authority and value.

•Build a solid reputation within your industry.

•Increase your notoriety and improve your perceived value in the marketplace.

•It sets you apart from your competitors.

•It reflects your core values, personality, talent and skill set.

•It increases your credibility, especially if you can harness the power of the media.

• It creates a success spiral that can boost your health, wealth and career.

How do we do this?

We need to know who we are and what our strengths and weaknesses are.

•Your values



•Leadership style

The unique selling proposition is born out of the answer to these two basic questions:

#1. Why do or should customers buy from you?

#2. If they have chosen not to buy from you, why should they do so in the future?

A prospect needs to have a reason in their mind to choose you. If they don’t, your company’s position with that customer or prospect can be taken by company that CAN give them a reason that matters to them.

A company’s USP is typically defined by what makes it most competitive and unique.

It is the factor or factors that set it apart from companies like it.

Companies should be providing those things that their competition doesn’t, in a way that is valuable to the B2B sales prospect.

These unique additional value will continue to rest on the mind of the customer to bring them back to you.

Companies can create this unique value in four basic ways:

#1. Price
Although difficult to maintain, one way to maximize the USP is to become the lowest price leader in your class. Companies like Wal-Mart have mastered the practice, but it is evident that there are not many firms like that. This is one area to tread cautiously, before deciding that a price advantage can be maintained.

#2. Differentiation
This advantage is created by companies that consistently do something better or different than the competition. It is important to note here again that the differentiation factor must truly matter to the customer

#3. Niche
This is a focus on a particular subset of the market that other companies choose not enter due to its degree of difficulty to maintain

#4. Value
This is the ability of your company to provide a higher level of quality and service to your customers

Defining your unique selling proposition can be a powerful element of company’s profitability.
Here are some defining characteristics of USP’s that work:

1. It answers the question, why should people do business with your company and not its competitors.

2. It is brief. Experts believe that a USP should be less than 100 words long.

3. It is specific in areas of quality, service, selection and guarantee

4. It cannot and does not double as a mission statement

5. It fills a competitive void in the marketplace

6. It matters to prospects and customers

7. It is easy to execute at high levels of excellence

When you develop a USP it becomes the cornerstone of your marketing

It is foundational and should come before any marketing / sales strategies because it starts and ends in a prospective customer’s mind.

Savvy sales professionals can then catapult their sales effectiveness, by working from that foundation to build and maintain customer relationships.

By Koka Sexton --



Via maxOz
maxOz's comment, July 18, 2012 12:16 AM
Mithu thanks for sharing xxx
Rescooped by Andrew Pieries from Social-Business-Marketing!

The History Of Marketing Channels

The History Of Marketing Channels | Branding Planet |
Avalaunch, an internet based firm which specializes in online marketing, promotion, and optimization, has unveiled an updated version of its famous History Of Marketing Channels graphic.


The Timeline of Marketing Channels Infographic shows the progress of  mass media advertising has made over the past two centuries. Displaying that techniques of mass advertising have evolved hand in hand with technological developments in communication.

Starting with the newspaper, and ending (for the moment) with the internet and the Android phone, advertising has been an essential ingredient in the mix.

Beginning in 1839, a time in which advertising posters were banned from being placed on private property in London and continues to the present time.


Along the way, such dates as 1864 stand out. This was the date of the earliest recorded instance of unsolicited spam reaching the public by means of the telegraph!

Another landmark date 1908, which saw the establishment of the Harvard Business School. This was, of course, the very first institution in the West which sought to distill the techniques of mass media advertising down to a practical science.

From there, includes all of the significant dates that have seen major new developments in advertising, from the invention of the telephone and the radio, down to television and the advent of the world wide web.

Ending in 2012, it manages to pack in all of the amazing technological developments that this past decade has produced, from the Android right down to the I-pad.


Avalaunch Media have done an excellent job of reminding us just how far the techniques of mass media advertising have come.

The most fascinating aspect of this Infographic is the explosion of marketing tactics available to businesses since the onset of  the Internet.


By Drew Hendricks.

Infographic by Avalaunch Media.


Via maxOz
maxOz's comment, August 18, 2012 10:00 AM
Mithu, Thank You Very Much For Sharing and For Your Support, Have A Happy Weekend, Be Well x M