Unique Selling Proposition (USP)

What is USP? You may ask.....

I learned this in Money Mastery.

What it means is that the reason(s) your customers keep buying from you rather than your competitors. Probably is because of price, value-added features, credit term, facility you provide, flexibility of your terms, etc.

Why is identifying your USP so important to you? These are the possible benefits from it:

1. It create an instant impression in your customers' mind of what you do best.
2. Your customers will keep buying from you rather than your competitors.
3. Existing customers will recommend you to their circle of influence.

Your USP must be constantly being communicate to your customers (both existing or new). This will help you to position yourself better. E.g. Nike's "Just Do It" tagline. USP does not necessarily be a slogan or tagline, it can be a unique benefit of your services.

Whenever I ask people: "What services you provide?" Very often the same answer given: "I provide total logistics." Forgive me for being blunt, any Tom, Dick & Harry freight forwarder can do that.

Remember DHL's tagline campaign which stated "No one knows Asia Pacific like we do"? What they are trying to tell you & me is that if there is anything you want to deliver to or from Asia Pacific, you know who to call.

Well, certainly for this kinda campaign will cost you a bomb (even a heart-attack). However, the point is that DHL makes a very clear USP which tells people no one knows Asia Pacific better than they are. If your USP, for instance, is "we will monitor your cargo personally", tell them. (Definitely you have to practise what you preach!)

No one company is the best of all. If there is such company, many businesses will be history. So, got my point?