What is your USP?
Do you know what your USP is? In fact, here’s a better question. Do you know what a PVU is?
USP stands for “Unique Selling Proposition”.
A unique selling proposition is the reason someone should buy from you and not your competition. In other words, the unique benefits that your products or services offer to consumers.
For example, McDonald’s doesn’t just have hamburgers. They also have a Big Mac. And do you know what makes Big Mac unique? Does anybody want to sing it with me? Here we go … “Two beef patties, special sauce, lettuce, cheese, pickles, onions, we have sesame bun.”
Do you remember that little ditty? Did I just say songbook? Wow … I’m really dating myself here.
Moving along. Here’s another example: “When you absolutely, positively have to be there overnight.” Do you remember which company coined that memorable slogan? That’s right, Federal Express. When Federal Express implemented this PVU, it emerged as the dominant leader in the industry, absorbing market share and also increasing its sales and profits.
In summary, here is a more current example: Google’s USP is its wealth of information and how easy it is to use compared to other search engines.
Google organizes the world’s information and makes it universally accessible and useful.
When you visit Google or one of the dozens of other Google domains, you can find information in many different languages; check stock quotes, maps and news headlines; search phone book listings for every city in the United States; search billions of images, etc., etc., etc.
So does having a PVU really work? The aforementioned examples demonstrate that it does.
Finally, differentiate yourself from your competition and who knows? It could also become a giant in your industry!
