What do you stand for?
More specifically, what does your business
stand for?
What can you do to swim away from the Sea
of Sameness surrounding the Island of
Everyone Else?
A business is such a fragile thing…
One minute it’s there and then the next minute
your customers have bailed on you for the next
big thing.
Sound bleak?
Well it kind of is, but that’s the beauty and
curse of capitalism. There is only so much
loyalty to go around and what loyalty there is,
is very fragile as well.
Anyhoooooo, enough of that…
So, what can you do to keep your business
coming back for more day after day?
Well, it starts with your Unique Selling
Proposition, which comes in many names:
USP
Tagline
Unique Sales Proposition
Position Statement
Elevator Pitch
It goes on and on, but the basic message is
always the same.
What are you going to do to solve your customer’s
most urgent problem that no one else in your
neighborhood or industry can do?
It’s the foundation of who you are as a business.
It’s way more than just a pretty sentence.
It’s way more that just some words on your
t-shirts and business cards.
It is the entire culture of your business.
Your USP, if done right, will guide your
business decisions in the right direction so
that you are always following the same corporate
message in your decisions.
Don’t copy the big boys.
“Just do it” is not going to help Nike deal
with customer complaints.
But let’s look at a better one from another
big company- Jimmy John’s Sub Sandwiches
“Subs So Fast, You’ll Freak”
Really simple, but powerful. This means that
all they focus on is speed. If the sandwich
is made a little crooked in order to hand it
over in a few seconds, so be it.
If the delivery driver has to put the pedal
to the metal, the at least the sub got there
on time.
Your USP will probably be a full sentence, but
it all depends on what business are you in.
What business are you in?
If you are a dry cleaner, you are in the
“make people feel great about their clean
clothes business”
If you are a motivational speaker, you are
in the “make people feel great about themselves
business”
What business are you in?
If you want to know more about how to solidify
your business so that you can get through
the next wave of fiscal ugliness in this
world, give a little look at the Ultimate
USP Creator:
Until tomorrow,
Joshua Black
Copyright 2009, Outer Limit Productions LLC.
All rights reserved.
http://www.Facebook.com/underdogmillionaire
http://www.UnderdogMillionaire.com/blog
http://www.sales-letter-system.com
http://www.closing-the-sale.com
http://www.information-product-report.com
http://www.UltimateUSPcreator.com
http://www.Underdog-success-formula.com
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