In the college business courses I took years ago they called it an advertising slogan. Today its described, with a more academically-acceptable label, as a USP. Many businesses make great use of their USP thats their Unique Selling Proposition. A USP usually embodies a philosophy of the business and, once determined, is consistently used just above or below the name and/or logo of the business. It will eventually become implanted in the customers mind and its a powerful reminder about the business.
A USP is really simple. It can point to something that makes your business special. Or, it might reflect something special the organization does for its customers. More specifically, it can zero in on who the business is or what it does best. Its also often intended to distinguish the business from others.
Here are some USPs youll recognize: When it absolutely has to be there overnight thats FedEx, of course. It spells out what Fed Ex does best and its value to its customers.
How about: Youll always know the Score Its the CNN Headline News Sports Ticker. Who wont recognize Burger Kings famous: Have it your way!
How about Marine Max Delivering the Boating Dream. Or, Lakeside Marine, The Pleasure Boat People. Russo Marine is New Englands Leading Powerboat Dealer while customers know Wyzata Marine The Boat Place. You get the idea.
All these sample USPs convey either what they do, what makes them different or why someone should buy from them. Its printed on everything from signs and brochures to business cards and Web sites.
Selecting and using a good USP can be an important part of a marketing program. A good USP is the kind of thing people easily remember and isnt that the point?
If youre using a good USP, or if youve seen one in some other business that impressed you, how about sharing it with all of us here. Good ones can stimulate or inspire other good ones.