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What's Your Unique Selling Point?

By Michael Wong, of the marketing site EBoz! By focusing on your USP, or Unique Selling Proposition, you will encourage more visitors to explore your website. You will also convert more browsers into customers and give them a reason to buy from you again and again.So what is your USP? Your USP is that single benefit, appeal or promise that you can offer to your prospects which no other competitor offers. Most business owners cannot express the USP of their company, product or service, and even fewer companies really have one to talk about. It should be the one unique, attractive selling advantage you can deliver. Your USP may be any part of your marketing strategy; price, quality, service, choice or exclusivity. Your USP could be one of the following:
  • You offer a cheaper price for the product or service you're selling than any other company.
  • You offer a higher quality product or service than any of your competitors.
  • You offer the widest choice or selection of products.
  • You provide more customer service, assistance or education, before, during and after the sale.
  • You offer more bonus products, services or premiums than anyone else.
  • You offer the fastest delivery time for your products.
  • You offer the longest period of guarantee or warranty. The number of possible USPs is infinite, but you must first decide exactly what your company's USP is or should be, before you can integrate it into your marketing plan. It is best to adopt a USP that addresses a void in the market place that you can honestly fill.

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