Create a USP in 30 Minutes

Create a Powerful USP in less than 30 Minutes!

In this blog entry, I am going to show you an easy to use exercise that will help you create your own business brand, your USP in less than 30 minutes.

A few months ago, when I began the transition from my day job to selling on the internet, I was feeling smug. I had written my first e-book, How to Find Security in Tough Economic Times. Things were looking good. At a party, a friend asked me about my new business. "Exactly what are you selling?" I found myself mumbling some pious platitudes about the merits of small businesses.

I realized that while I was excited about my new business, the heart of that business was still deep inside my head. I was embarrassed. My explanation was boring and did little to satisfy my friend’s curiosity. I needed something more. I needed to express what was special and unique about the products I was offering to my clients. I needed a brand for my business. I needed words that would excite my clients about their own small business.

As the article will demonstrate, you do not have to be an expert to create your own brand, your own USP. In30 minutes, you will produce a written form of your core business beliefs and values that will shape other decisions in your small business. You can build a powerful USP 30 Minutes! Do you need a unique selling proposition for your small business? Absolutely! You may accidentally get some business, but without a USP, you will be just another "me too business."

A unique selling advantage is the soul of your business. It is what distinguishes you from your competitors. It is the answer you give when a potential client asks "Why should I buy from you?" Dominos Pizza distinguished themselves from their competitors by promising "Fresh, hot pizza in 30 minutes or the pizza is free!" They made a promise (USP) and they kept it. They built a very successful business around their USP.

Let’s get started. Get some paper and write your answers to the following 10 questions. It will take less than 30 minutes and can help you develop an USP or refocus your existing USP. (To help you answer the following questions, keep in mind the areas where differences can be found: selection, price, client assistance, convenience, location, access, product quality, speed, installation, services beyond the basics, warranties or guarantees.)

1. What client problem do you solve? Describe in one sentence, the problem you are solving with your product or service. Write it in terms a 10 year old child could understand!

2. What voids, gaps in service or typical complaints do clients have about businesses in your industry or service area? List ten. (Numbers 8,9,10 will probably be your best insights!)

3. What would be a client’s perfect product or service in your industry?

4. List five benefits your client receives from your business solutions. These are not the features of your product or service but the benefits the client receives from your product or service.

5. Write a draft paragraph describing your USP—the client’s problem you are addressing, your unique solution and the benefit the client will receive. For example, my first draft read like this: I want to help small businesses find tools that will provide more profits for their business.

6. Look at two or three of your competitors. Write a sentence that describes their USP, i.e. their unique offering. How does it differ from your own?

7. What does your favorite client like most about your business solutions? What are the words they use when they praise your efforts?

8. Look at other industries. Are there innovations or processes in these industries that you could apply to your business? For example, I looked at McDonald’s and saw how they use systems to make things more efficient and effective. How could I develop systems in my business to be used by other small businesses?

9. Now rewrite your business brand. Write it in clear language your clients can understand. (Try using the words they used to compliment you!) Make a simple message. Make it specific. Make a bold promise (adding little value gets little money; adding great value, gets you big money) Make it stand for one distinctive thing. Write this in paragraph form and also in a shorter one sentence version that can be easily repeated.

10. Start using this business brand in draft form.30 days later repeat the above exercise. Revise your brand based on your experiences. Complete the same process in 6 months and you will have a winner. Being brutally honest about your business brand will be your greatest challenge.

You think everyone should want and love your products or services. Is your idea different or better than what others are offering in the market place? What value does it add to your client’s life? Why should a client buy from you? Answer these questions honestly. If your business brand does not meet the above criteria, then find aspects of your industry, client dreams and expectations, or gaps in your industry where you can meet a customer need that is unique and different from your competitors.

Go there and create your product or service.

Clarity is power!

Now, here’s the real power I found with this simple exercise. Every Sunday morning for one month, I completed the 30 minute exercise. Over that period of time I watched my USP change and grow in clarity. Clarity is power! My goals became clearer. My customer focus became sharper. The commitment to my new business became stronger and more exciting. Clarity is power! Now, I love going to parties and telling others about my new business!

You can achieve the same benefits!

Your comments are welcomed...

Comments

[dora]

Dear Sir!

I am preparing my Business Plan and have been trying to find my USP for a kindergarten I am opening, but what ever I seem to come up with, I am not entirely happy with. Would you be able to help me please. I have been trying for over a month..

Business name:
Castello dei Amici - Castle of Friends.

*** The nursery I am opening is in Hungary and will be an ENGLISH and ITALIAN speaking kindergarten (there are already lots of english speaking nurseries here, as there is a big demand, but no italian as yet. Parents have a choice between the 2 languages, as they are separeted into different groups, not only by age but by language of their choice.)

*** The other uniqueness of my nursery will be, which my competitors do not have, is that I will have a PARENTAL WEBCAM, which parents can access anywhere-anytime (within their childs session), to view their precious little one(s) for their peace of mind..this also gives parents an extra boost of confidence in the safety of the nursery and its staff, who will not only have a degree in childcare, but possess the *PURE-LOVE* for children and the attention that comes with it, which lots of staff and nurseries nowadays lack..
To add to the importance of security, the only staff/parents that may access the nursery are the ones the nursery have authorised and provided with a key-fob.
***The third unique point, will be an ARTISTIC and ESOTERIC-style of teaching and approach towards children (positive and kind thinking etc..), artistic...meaning fun daily activities such as role-playing (acting), dance, musical instruments/singing, excercise, sports, creative arts (enjoyable and suited to their age groups, nothing is forced nor taken too seriously...will not be done in a strict-classroom style, but the aim is for the children to have fun and enjoy themselves whilst keeping fit /mentally, physically and spiritually/
**There will also be a MONTHLY EXCURSION (zoo, planeterium, theatre etc).
**And of course the meals: we will have a VERY HEALTHY 5x a DAY MEAL provided (bfast, AM snack, lunch, PM snack, light eve.snack) (most only provide 3 or 4,) and take into account children with allergies/diabetics etc..These meals will be based mainly on Hungarian, Italian and English/American/Aussie etc..style-cuisine, with some weeks adding a different culture to the menu.
The USP's that I have come up with are very lame, in my eyes....as follows:
"A loving & safe Empire for your child-see for yourself".
"A positive & creative atmosphere powered by pure love- see for yourself anytime-anywhere!"
"A loving, friendly and safe Empire for your child aged 1-7 is at the Castello-Castle, the Italian/English Artistic Nursery with a positive & creative approach that is powered by: Pure-Love!"
I am not happy with any of these, pleeease would you help me.
Thanking you in advance...
Best wishes
D.