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February 26, 2008 Leave a Comment

What is Your USP?

“Our faith in the present dies out long before our faith in the future.”

– Ruth Benedict

Do you know your USP? More important – do your customers know your USP? What – you may ask – is a USP?

What does USP stand for? In many ways, your USP identifies exactly what you stand for!

Your USP is your Unique Selling Proposition. It is the specific benefit that your customers get from your product or service. In order to have a successful USP, it is vital that you understand these 2 points:

  1. Your customers need to perceive what you offer as a real benefit to them. It has to be a benefit that really matters.
  2. You must be the first to claim this benefit.

Creating your unique selling proposition also allows you to focus your business. It is a constant reminder of why you remain in business. Why your customers choose to do business with you – and not with your competitors.

Here are a few examples of truly memorable USPs:

  • Federal Express – “When your package absolutely, positively has to get there overnight.”
  • M&M Candy – “The milk chocolate melts in your mouth, not in your hands.”

Are these merely advertising slogans? No. They are operational imperatives.

Federal Express created their business to deliver packages overnight. Long before many customers realized that they actually needed to have their packages delivered overnight. Once enough customers started to see how overnight delivery of packages was important, other transportation companies started to offer overnight delivery.

That is when Federal Express realized that in order to stand out from their competitors, they needed to offer a guarantee. An not just any guarantee. Not just an offer to refund the money if the package didn’t arrive on time. Not just a coupon offering a discount on the customer’s next shipment – (and why would you care about the next shipment if your current shipment didn’t arrive when you promised?)

Their USP – “When your package absolutely, positively has to get there overnight.”

Here’s an interesting sidebar that illustrates leadership and vision. On the first night of operation, Federal Express used:

  • 389 employees and 14 aircraft to deliver
  • 186 packages overnight to 25 cities in the USA

FedEx helped to create the demand for overnight package delivery. There was little perceived need for this when they began operations. Once enough customers perceived that they needed overnight package delivery FedEx needed to cement their name and reputation in the front of the customers mind. And they needed to structure their operations to ensure that they would fulfill their USP – “When your package absolutely, positively has to get there overnight.”

No other package delivery company can claim that USP. UPS (United Parcel Service) had to create their own USP. They had to differentiate their business. That is why you have to be the 1st person or company to claim your USP. Continue reading “What is Your USP?” »

Filed Under: Business Communications, Business Practices, Communications, Customer Service, Leadership, Main Page, Marketing, Political Strategy, Sales Tagged: , , ,
February 25, 2008 Leave a Comment

Don’t Blame Your Customers!

“A business without customers isn’t a business.”

– Anonymous

If you are running a business you know that your number one job is to attract and retain enough customers to remain viable. You need to attract enough customers who want to buy what you have to offer. You also need to entice your customers to return and make additional purchases. And… you work hard to delight your existing customers so that they, in turn, will recommend your business to their friends and associates. That is a smart way to build your business.

It is also a smart way to run a political campaign.

To get elected – or nominated by your party to run for election – you need to attract enough voters who want to vote for what you have to offer. And… you work hard to encourage the people who are now ready to vote for you to encourage their friends and associates to consider voting for you.

But the primary responsibility for success resides with you – the business owner or the political candidate. You must offer something that your customers want to buy; something that voters want to support.

Successful businesses do not make sales. Rather, they develop enough customers who are eager to buy the product or service that they offer for sale. Likewise, candidates need to develop enough voters who are eager to support their cause. Voters who are willing to recruit others in support of your campaign.

All of this seems rather simple and straight forward. And it is. The complexity lies in how you ask for your customers business; how you ask for your supporters vote.

People love to buy but they hate to be sold. Likewise with voters. You can – and should – tell them that you need their support; you need their vote. But I would never tell them that it will be their fault that I went out of business or that I lost the election.

Unfortunately, the Clinton campaign is ignoring this advice. Granted, I am not a million dollar a month political adviser (like Mark Penn) so why should they take my advice. But, I would never say this to my supporters: Continue reading “Don’t Blame Your Customers!” »

Filed Under: Business Communications, Business Practices, Consulting, Customer Service, Leadership, Main Page, Political Strategy, Sales Tagged: , , , ,