You do have a “unique selling proposition,” don’t you?

In one line, it’s what makes you so awesome to work with – why you’re so different than anyone else – that it’s stupid NOT to buy from you.

Now unfortunately, many businesses think they have a USP when they really don’t. For example, some companies think being “full-service” is a USP.

It’s not enough!

Yes, it differentiates and adds convenience. That’s nice…but you don’t do anything truly unique in your industry with that. Think about it – there’s probably 100 other companies that do the same!

So you need something more than that.

1. Check out a Case Example

I love to use Voodoo Doughnuts as a great example of a company with a USP. They sell a product, though, so theirs isn’t written.

Think of your favorite type of doughnut. It could be a long john doughnut, cream-filled, or one with sprinkles. Every gas station and grocery store in the nation has those, so you have no good reason to buy doughnuts from one versus the others.

But with Voodoo Doughnuts, you get the same old thing in a new way – crazy ghosts and ghouls, doughnuts with “bacon” on top, ones with eyeballs, and others loaded with Fruit Loops.

This company has people standing outside its doors until 2 a.m.

How can you position your business as being unique in your industry?

2. Target a Pain-Point in Your Industry

A great USP focuses on something that’s really aggravating to your customers in your industry. For example, if you’re a contractor of any kind, people usually get angry when contractors don’t show up on time.

So you create a USP guaranteeing on-time service, or you refund your customers $1 for each minute your late.

Another idea would be if you ran an insurance company. Often they are known for their dense language and bureaucracy, and you could sell yours based on transparency, ease, and straightforward pricing.

3. Think of What Everyone Else Does, and Up the Standard Dramatically

For example, every business claims to offer “excellent customer service.” You could aim for “legendary customer service.” If a customer needs your product or service faster than you can provide it, go to great lengths to give it to them anyway.

Then, you also have an awesome story to tell in your marketing. The online retailer Zappos, for example, goes to absurd lengths to make its customers happy.

  1. One man without wedding shoes got a pair overnighted to him for free!
  2. Zappos was out of stock with a particular shoe a customer urgently needed, so they physically went to a rival shoe store, bought the shoes, and delivered them in-person – all at no charge

Wow! When you call customer service these days, you usually talk to someone in India or the Philippines…

The bottom line:

When you find your “USP,” business becomes 10 times easier. People happily give you the opportunity to serve them. And as you prove true on your promise, you get droves of lifelong customers.