Do you have a USP?

Download our free Your USP pdf

"It's the real thing" Coca-Cola

"The World's Favourite Airline" British Airways

"You get fresh, hot pizza delivered to your door in 30 minutes or less or it's free." Domino's Pizza

"When your package absolutely, positively has to get there overnight" FedEx

"Diamonds are forever." DeBeers

"The ultimate driving machine" BMW

"The best a man can get" Gillette

I think you get the picture, but what about you? What statement could you have to either tell others who you are or to describe what makes you different to others in your industry. Your great new statement will just be the beginning; you also need to deliver, time and time again.

This is a great exercise to involve all your staff in. Sit down and ask them what they feel separates your business from the competition, ask them the dreaded mirror mirror on the wall question, if a competitor has the edge find out why, can you fix it? Maybe part of their success is their staff or their staffs’ commitment?

Understand what your clients want. Talk to them and research the important reasons why they do business with you. Talk with your prospects and ask why they use your competitor?

Ask what changes you would have to make to win their business?

Once you have all the information together, then get creative and have some fun. Dream up some phrases that describe why you would choose your company, test them on some trusted clients, and critique it.

Then get your staff to buy in on it and take ownership, if you are going to make a statement make sure everybody plans to deliver on the promise. Now test and measure it.

Once you are satisfied that this has real benefit to you and that you have tested it sufficiently, and then start living it. Have it on invoices, put in on letterheads and business cards, on your website and as a by-line on your email.

Promote why doing business with your company is a unique experience.

Download our free Your USP pdf