We have all heard of the term “Information Overload”. We live in an era where we are bombarded with information – most of the time, people are trying very hard to sell something or the other through this “information.”
Every product category has too many players fighting for a toehold in the prospect’s mind.
So how do you ensure that you get through to your prospect through this haze of information? How do you ensure that he remembers your product over the competitor’s?
Simple, You make use of the fact that anybody will remember something that is different from everything else.
You have to invest time and find out what it is that is different about your product. What does it offer that others don’t? Which of your prospect’s untapped needs does your product cater to? Why should anybody do business with you as opposed to your competitors? What are the advantages your prospects would have if they chose your product?
Once you have found answers to these questions, you can easily find out what your “Unique Selling Proposition” is.
“Unique Selling Proposition” or USP is marketing jargon for “the uniqueness in your product that would make prospects choose it over others in the same category”.
USP is also called USA nowadays. This stands for Unique Selling Advantage.
Once you have found out your USP or USA, you have to make sure it is a part of every communication you have with your prospects. It is not enough to have a USP. You have to make sure your customers KNOW it and EXPERIENCE it.
Your business should be centered round your USP, ensuring that this Unique benefit is experienced by the customer and communicated to every prospect.
Merely having your company’s and product’s name listed at various places isn’t going to get you any sales. If you include your USP/ USA in those listings, you will be able to reach out and touch the prospect because you will be addressing a deep-rooted “want” of his. It is this ability of your USP to make sure that the prospect feels you identify with him/ her that will lead to sales and long term relationships.
So find out what your Unique Selling Advantage is and make money on it!