How To Ethically Blow Your Competitors Out of The Water
In developing your marketing message, it's very helpful to develop a Unique Selling Proposition, or USP.
What is a USP?
The USP very clearly answers the question, "Why should I do business with you instead of your competitors?"
The USP may be used repetitively in your marketing literature to build the customer's or client's identification of your company with your product or service.
The two major benefits in developing the USP
First, it clearly differentiates your business in the eyes of your current and potential customers or clients. Second, it focuses your team on delivering the promise of the USP, helping to improve your internal performance.
For example, whom do you think of when you hear the phrase, "Fresh, hot pizza delivered in 30 minutes or less, guaranteed"? Dominos virtually took over the delivered pizza market with that USP. Notice Dominos didn't even promise the pizza tasted good. How do you think a Dominos delivery person would behave compared to a delivery person who works for a competitor without this USP? Do you think the team at Dominos made a considerable effort to develop systems to assure the USP was met?
Beware of the "cutesy phrase."
The USP does not need to be expressed in 25 words or less. It could be a detailed set of performance standards. It should be tested to assure the USP addresses a need that is truly important to the buyer. Would you like some assistance in developing your USP?
We would be glad to act as a facilitator for you and your team in this process.
Upchurch & Associates is a Chicago based CPA and accounting firm that provides a wide variety of accounting, tax, financial management, QuickBooks, incorporations, and accounting services. Our clients are located throughout Chicago in towns like Oak Park, Skokie, Evanstan, Oak Brook, Elmhurst, Hinsdale, Westchester, Lincolnwood, Morton Grove, Niles, Park Ridge, and Glenview. We service clients in many Chicago neighborhoods including North Center, Lincoln Square, Albany Park, Irving Park, Lakeview, Roscoe Village, Wrigleyville, Ravenswood, Avondale, Logan Square, Lincoln Park, Bowmanwille, Mayfair, Edison Park, Bucktown, Wicker Park, Depaul, Portage Park, West Town, Uptown, Edgewater, Rogers Park, North Park, Sauganash, Jefferson Park, Humboldt Park, the Loop and West Loop. We also service clients in Cook County, Will County, Dupage county counties.
