14 Mar 2008 02:22:53 | Frank Williams
My son, age 22, visited me at my home the other day. It was hot
and he had his shirt off. I noticed something on his back. When
I inquired, he matter-of-factly said "oh that, it's my new
tattoo, doesn't it look great!" I was surprised and asked him
why he decided to get a tattoo. With a big smile and a slightly
arrogant stance he said that getting a tattoo made him feel
unique. Besides his tattoo would allow him to standout more at
the beach, which he felt would attract more girls.
I wish my son found a different way to be unique and standout,
but this simple example speaks to a similar issue companies must
address. What is your companies' unique selling proposition or
position? Why will potential customers choose your firm over the
many competitors available in today's global market arena?
New Webster's dictionary terms unique as:
U*unique", a. [F. unique; cf. It. unico; from L. unicus, ].
Being without a like or equal; unmatched; unequaled;
unparalleled; single in kind or excellence; sole.
Are you presenting a unique reason for customers to come your
way? More importantly, are you positioning your company with
this unequaled or unparalleled product or service?
Back to basics Many times companies begin well. They start,
intuitively, with a good product or service idea. They know what
they do better than anyone else and they go out into the market
and do it. They gain some measure of success and then they hit a
slight barrier. Usually it comes at the $1-2M area first. Then,
if the company is lucky and continues to grow, they hit another
barrier at the $10million dollar level.
Paradoxically these barriers are a direct result of success in
the market. Understanding the impact and effect of this
phenomena is articulated in Marketing Tip #409 - Barriers to
Growth, suffice to say most companies hit barriers due to
employee growth rates, and the mere issue of success -- not due
to the lack of available market. Simply put, companies tend to
lose their direction , and focus. Basically they forget how they
achieved their good results.
Global Marketing suggests that company CEO's and senior leaders
must always pay particular attention to what they do the best.
Always get back to basics. Find ways to remind the company, and
potential customers the reason for the business. Companies must
continue to enunciate, focus and bang away at the unique selling
proposition in your target market. Doing so will ensure that
your company continues to gain market share, keeps customer
confusion to a minimum and frightens your direct competitors.
These are all good things.
Why is a unique selling proposition so important? It was back in
the late 50's that the concept of having a unique selling
proposition evolved. Generally, Rosser Reeves with the Ted Bates
& Co. Advertising agency is credited with first developing this
technique. His view, and Global Marketing believes it is even
more true today is as follows:
All advertising/promotions must make a clear, simple proposition
to the customer -- buy this, and you will receive a specified
benefit. The proposition must be unique -- something competitors
cannot claim, or choose not to claim The proposition must be so
compelling that it motivates individuals to act. Some examples
that illustrate the point:
► Fed-Ex - "When you need it there on time." Fed Ex has
dominated the delivery market by delivering on its UPS promise
of on-time delivery, regardless of location.
► Domino's Pizza - "Fresh, hot pizza delivered in 30
minutes or less, guaranteed." Domino's has cornered the pizza
delivery market by promising their pizzas will always be hot and
on time. Their target market values the speedy delivery, not
necessarily the quality of pizza.
► Visa - "It's everywhere you want to be." Their slogan
shows their focus on building the global acceptance of this
credit card, and how easy it is to get and use.
Creating or focusing on a Unique Selling Proposition?
You should start by understanding your targeted customers (yes
it always begins with the customer). Define the advantage and
benefits you bring to your prospective clients. Review
competitors in your market arena and find out how you can do
things better.
Possible unique selling propositions might include - convenience
(more locations, easier to do business, etc.), Product breath
(wider choice - good, better, best approach), higher quality
(unique process or patented technology), or superior customer
service level (orders filled within 2 hours of receipt). All of
these can present a powerful reason for your clients to be
compelled to do business with your firm - and that's the
strength of the USP concept.
Don't try to be all things to all people. Declaring a unique
selling proposition is just that - find a special or unique
position to offer your targeted customers. Something that they
must purchase from you and you a lone.
Once you are satisfied with your unique selling proposition, you
must put it to full work for you and your firm. Integrate it
into everything you do. All your promotional material, all you
advertising, all you sale pitches, all your correspondence
(including invoices) should reflect your USP. Don't waste an
opportunity. Each time you communicate with your customers,
deliver your unique selling proposition.
What makes your product, service and company standout and how
you convey this important point is vital to growth and success
in today's fiercely competitive market. If you don't have a UPS,
create one today. It will give clear purpose to your company,
compelling reasons for customers to buy from you and unparallel
success to your stakeholders.
About Author :
Frank Williams is a marketer. With many post graduate courses in
management, leadership, marketing and technology to his credit,
Williams is a widely respected speaker, author and technologist.
He has significant knowledge in marketing strategies and is the
founder and CEO of Global Marketing, Inc. - a leader in
business, marketing and sales consulting
