how to develop your usp (unique selling proposition)

Kevin Toney –the Marketing Coach (Big Bang Marketing System)

Big Bang Big Bang Marketing SystemMarketing System


Develop Your USP/EVPDevelop Your USP/EVP

STEP #1STEP #1


Definitions:Definitions:

(USP) Unique Selling Position, (EVP) (USP) Unique Selling Position, (EVP) Extra Value PropositionExtra Value Proposition

What makes your business What makes your business DIFFERENTDIFFERENT, , UNIQUEUNIQUE, , STAND OUT?STAND OUT?

Why should people do business with you, Why should people do business with you, instead of your competition?instead of your competition?


Developing USP/EVPDeveloping USP/EVP

How do you want to be perceived by the How do you want to be perceived by the public?public?

USP/EVP must be a true reflection of the USP/EVP must be a true reflection of the experience customers have with your experience customers have with your companycompany

Cannot be all talk and no substanceCannot be all talk and no substance


Developing USP/EVPDeveloping USP/EVP

If your USP does not match the customers If your USP does not match the customers experience, they will probably not returnexperience, they will probably not return

Examples: Wal-Mart – low pricesExamples: Wal-Mart – low pricesFed-Ex – overnight deliveryFed-Ex – overnight deliveryVolvo - safetyVolvo - safety

USP/EVP should be the cornerstone of all USP/EVP should be the cornerstone of all your marketing/advertising activitiesyour marketing/advertising activities


Write Down The Reasons You Write Down The Reasons You Got Into Your BusinessGot Into Your Business

Assignment #1Assignment #1


Answer These Answer These Two QuestionsTwo Questions



You Must Answer You Must Answer These Two QuestionsThese Two Questions

#1.#1. Why do people buy from you?Why do people buy from you?

#2.#2. If they aren’t buying from you now, If they aren’t buying from you now, why should they?why should they?


You need A Long-term You need A Long-term Competitive Advantage Competitive Advantage

Find a way to stand out amongst your Find a way to stand out amongst your competitorscompetitors

It’s challenging in today’s highly It’s challenging in today’s highly competitive marketplacecompetitive marketplace


You need A Long-term You need A Long-term Competitive Advantage Competitive Advantage

If you don’t have an obvious USP, create a If you don’t have an obvious USP, create a unique valueunique value ( (EVPEVP)- something extra that )- something extra that your competitors are not offering, your competitors are not offering, something that gives people extra value something that gives people extra value and reasons to buy from youand reasons to buy from you

Without a USP, price tends to be the Without a USP, price tends to be the deciding factordeciding factor


USP Can Take Form InUSP Can Take Form InFour WaysFour Ways

#1.#1. Price leaderPrice leader – – you are known in the you are known in the public’s mind as having the lowest pricepublic’s mind as having the lowest price

#2.#2. DifferentiateDifferentiate – – do something more or do something more or better, unique than competitorsbetter, unique than competitors

#3.#3. Focus on a certain nicheFocus on a certain niche – – sell to a sell to a small segment of the market and small segment of the market and become the price leader or differentiatebecome the price leader or differentiate



#4.#4. Extra Value PropositionExtra Value Proposition – – provide provide more value, more quality, more services more value, more quality, more services than your competitorsthan your competitors

a.a. Advice and assistanceAdvice and assistance b.b. Highest quality Highest quality



cc .. Longer service warrantyLonger service warranty d.d. Location, convenience, delivery Location, convenience, delivery e.e. Speedy service Speedy service


Which of the four areas do you Which of the four areas do you see your company’s strength or see your company’s strength or

uniqueness?uniqueness?



7 Key Characteristics of An 7 Key Characteristics of An Effective USPEffective USP


7 Characteristics of USP7 Characteristics of USP

#1.#1. Be able to state it in 90 words or lessBe able to state it in 90 words or less – – answer the question why should people do answer the question why should people do business with youbusiness with you

#2.#2. Quantify the benefit as much as possibleQuantify the benefit as much as possible – – “pizza in 30 minutes or less or it’s free”“pizza in 30 minutes or less or it’s free”

#3.#3. Be specific In the areas of quality, service, Be specific In the areas of quality, service, selection, guaranteeselection, guarantee – if your lunch is not – if your lunch is not delivered in 10 minutes… it’s free! delivered in 10 minutes… it’s free!



#4.#4. Fill a void the competition is not fillingFill a void the competition is not filling (i.e.) (i.e.) Lens Crafters eye glasses and contacts ready Lens Crafters eye glasses and contacts ready in about 1 hourin about 1 hour

#5.#5. It must be a value that matters to your It must be a value that matters to your customers and prospectscustomers and prospects

#6.#6. It evolvesIt evolves – – based on what your based on what your competition does, does not have to be competition does, does not have to be permanentpermanent



#7.#7. You must be able to execute your You must be able to execute your USPUSP – – no empty promises no empty promises

Think of 3 places you shop frequently Think of 3 places you shop frequently and whyand why


Complete The Following Complete The Following SentenceSentence



The Power Of OnlyThe Power Of Only

My company is the only company My company is the only company that………..that………..

Think about your customers wants and Think about your customers wants and needs and what your competitors are not needs and what your competitors are not doing. doing.

Create your own, unless you already have Create your own, unless you already have oneone



USP not only determines who you are, or USP not only determines who you are, or who you have been, but also helps you who you have been, but also helps you decide who you want to be in your industrydecide who you want to be in your industry

What can you do that your competitors What can you do that your competitors can’tcan’t or or won’twon’t??

What do your customers and prospects What do your customers and prospects want that they may not know they want?want that they may not know they want?



Research your competition to see what Research your competition to see what they are offeringthey are offering

What can you do that they do not?What can you do that they do not? What can you do right now to fill a void in What can you do right now to fill a void in

the marketplace or offer that no one else the marketplace or offer that no one else in your industry is offering?in your industry is offering?


Make a list of products/services Make a list of products/services that you could offer that your that you could offer that your

competitors don’t.competitors don’t.



Ineffective USPsIneffective USPs

““we have the best service, we have the we have the best service, we have the best quality, we have the best price, we best quality, we have the best price, we have the best employees”have the best employees”

If you say you have the best service If you say you have the best service quality or employees, what makes you the quality or employees, what makes you the best … describe it in detail. Must quantify best … describe it in detail. Must quantify your statementyour statement


Conduct External/Internal Conduct External/Internal ResearchResearch

Talk to your employees and customers to Talk to your employees and customers to find out what they see as your advantage find out what they see as your advantage or uniqueness – why do they do business or uniqueness – why do they do business with you?with you?

If you have customers doing business If you have customers doing business elsewhere at other times.. Why? Can your elsewhere at other times.. Why? Can your company fill that need?company fill that need?


Conduct External/Internal Conduct External/Internal ResearchResearch

When talking to customers probe them for When talking to customers probe them for details and specifics (i.e.) What is it about details and specifics (i.e.) What is it about our service that you really like? Why do our service that you really like? Why do think we have the best quality?think we have the best quality?

Combining the answers from your Combining the answers from your employees and customers will give youemployees and customers will give youideas for your USPideas for your USP

WARNING:WARNING: Don’t try to be “all things to all Don’t try to be “all things to all people.”people.”


Executing Your USPExecuting Your USP

Make sure you can actually do itMake sure you can actually do it Don’t over promise and under deliverDon’t over promise and under deliver All employees must be informed and All employees must be informed and

buy into your USPbuy into your USP


Ok to Have Multiple USPsOk to Have Multiple USPs

Based on your research you may find that Based on your research you may find that you have more than one USPyou have more than one USP

Different USP for different parts of your Different USP for different parts of your businessbusiness


Make a list of services or products Make a list of services or products most desired by your clients. Put most desired by your clients. Put a start beside the ones you can a start beside the ones you can

fulfill.fulfill.



Four Steps And Tools To Four Steps And Tools To Determine And Uncover Determine And Uncover

Your USPYour USP


Four Steps To Four Steps To Uncover Your USPUncover Your USP

#1.#1. Focus group session with owner and Focus group session with owner and staffstaff

#2.#2. Phone calls/questionnaire to current Phone calls/questionnaire to current customers (survey)customers (survey)

#3.#3. Analyze the competition – create a Analyze the competition – create a matrixmatrix

#4.#4. Write up the USPWrite up the USP


Focus GroupFocus Group STEP #1STEP #1

Focus Group With StaffFocus Group With Staff

Educate staff about the concept and Educate staff about the concept and importance of a powerful USPimportance of a powerful USP


Focus GroupFocus Group STEP #1STEP #1

Get their feedback on what they think your Get their feedback on what they think your USP isUSP is

Begin by asking “ Why do you think people Begin by asking “ Why do you think people do business with you?”do business with you?”


Hold Your Staff MeetingHold Your Staff Meeting



Customer SurveyCustomer Survey STEP #2STEP #2

Survey your top 20% of customers to find Survey your top 20% of customers to find out why they do business with youout why they do business with you

Tell them you are doing a brief customer Tell them you are doing a brief customer survey and not selling anythingsurvey and not selling anything



Determine if your staff’s perception of why Determine if your staff’s perception of why people do business with you is the same people do business with you is the same or differentor different

Talk to past clients too, to find out why Talk to past clients too, to find out why they stopped doing business with youthey stopped doing business with you



Write down 5-6 questions that you are Write down 5-6 questions that you are going to ask to get an incite into why going to ask to get an incite into why people do business with youpeople do business with you

Include at least one question on what Include at least one question on what more they would want from you if they more they would want from you if they could get itcould get it



Determine who will contact the customers Determine who will contact the customers and how (phone, mail, email, in-person)and how (phone, mail, email, in-person)

Develop a list of customers to contact Develop a list of customers to contact (past and present customers)(past and present customers)

Conduct your surveyConduct your survey


Conduct Your Conduct Your Customer SurveyCustomer Survey(supply questions)(supply questions)



Analyze CompetitionAnalyze Competition STEP #3STEP #3

Find out if the USP you are formulating is Find out if the USP you are formulating is really unique and differentreally unique and different

Shop their business, in person or on Shop their business, in person or on phonephone

Read their advertising & marketing Read their advertising & marketing materials (website, brochures etc.)materials (website, brochures etc.)


Analyze CompetitionAnalyze Competition STEP #3STEP #3

Talk to their employeesTalk to their employees Talk to their customersTalk to their customers


Conduct Your Conduct Your Competitors SurveyCompetitors Survey

(Top 2-5 Competitors)(Top 2-5 Competitors)



Write up your USP Write up your USP STEP #4STEP #4

Write it up in a way that it can be used in Write it up in a way that it can be used in all your marketing effortsall your marketing efforts

Try to keep it to 90 words or lessTry to keep it to 90 words or less It should form the foundation of all your It should form the foundation of all your

ads, brochures, website, sales letter ads, brochures, website, sales letter



Should give you a firm direction to go with Should give you a firm direction to go with all your marketing effortsall your marketing efforts

Use it in headlines and sub-headlinesUse it in headlines and sub-headlines



Should be the center of sales Should be the center of sales presentationspresentations

Will take some time to develop, but keep Will take some time to develop, but keep working at itworking at it

Hand out 3 examples of USPHand out 3 examples of USP


Integrate Your USP In To All Integrate Your USP In To All Areas of Your BusinessAreas of Your Business


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