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New Business Start-up - Five Quick and Easy Steps to Determine Your Unique Selling Point
Susan L Reid
Alkamae
One of my clients is struggling with finding her unique selling point. You know, that one thing that makes her product or service different and stand out above the rest.
She's not alone. Many new business owners are suffering from the results of not having a unique selling point. They're getting lost in the crowd and dying a slow death because they aren't able to attract enough customers to support their business.
If you're like most new business start-ups, you don't have money to waste on expensive marketing campaigns, trying to capture your market share or customer's attention. Without a doubt: You need a unique selling position. And you need it quick!
To determine her USP, these are the steps my client took. It worked for her and will for you, too. Stop getting lost in the crowd. Follow these five steps to determine your unique selling point (proposition).
Step 1: Take out a piece of paper. Next, make a list of the features and benefits that are unique about your product or service. Then compare your features and benefits list with your direct competitors. Draw a circle around the benefits and features that set you apart.
Step 2: Thinking from your customer's perspective, decide what emotional need is being specifically met by your product or service. Add this to your list.
Step 3: Write down anything about your product or service that your competitors cannot easily imitate. Put a star beside anything that cannot be easily duplicated by your competitors.
Step 4: Combining words from steps 1-3, write down phrases about your unique product or service that are clear and concise. Write them in such a way that they can be easily understood by your customers and communicated to them.
Step 5: Construct a memorable USP statement by answering your customer's primary question about your product or service, "What's in it for me?" Make it to the point and state it as a benefit to the customer. Such as:
* Domino's Pizza: We deliver in 30-minutes or you get it free.
* Target: Expect more. Pay less.
* U.S. Peace Corp: The toughest job you'll ever love.
So what's your USP? What's unique and memorable about your company? Don't know? Do what my client did by following these five quick and easy steps and find out. Stop putting undo stress on your business. Put an end to getting lost in the crowd. Stand out in the mind of your customers and gain the advantage. Discover your unique selling point today. You'll be glad you did!
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Dr. Susan L. Reid helps home-based entrepreneurs figure out who their niche market is, where to find them, and how to figure out your unique selling position. Get a jump on figuring out what the best product or service is for you to offer to your niche by downloading "Doing What You Love: Multiple Streams of Passion" free PDF at http://www.SuccessfulSmallBizOwners.com
Article submitted Thursday, September 11, 2008
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