By Joshua Black
If you own a small business and you want to build something that will stand the test of time, even in this terrible economy you must have a USP. Not only do you need a unique selling proposition, but it has to be the most powerful promise that you can make your customers. Read on to find out more.
Once you have that promise crafted, it can't just sit on the shelf. That is only the beginning. Now you need to put it in place. Here are 7 things that you absolutely must do with your unique selling proposition (although there are many more):
1. Print it on your business cards. Every time you meet someone, they need to know exactly what your business stands for and what you will do for them if they choose to do business with you.
2. Make sure that the image of your website reflects the image that you want to portray in your USP. Your marketing message can't say one thing and the look of your business another.
3. Make sure that your customer service is reflected in your statement. For example, if you promise superfast service above everything else, then sometimes you might sacrifice politeness or even quality. If speed is the goal you have to hit it every time. Same with any other message.
4. The signage for your business must reflect the message that you want to deliver in your USP. This is not a statement that you want to hide. Your customers need to know what you will do for them every way they encounter your business.
5. Your voicemail message must coincide with your unique selling proposition as well. Again, if this is the first contact you have with your potential customer, you want to leave an impression with them from every angle.
6. Any sales letter that you distribute to your customers needs to contain this message. More importantly, the tone of the sales letter needs to be in line with the message. Everything you say to your customers must be traveling down the same path towards giving them a consistent promise that you will treat them a certain way if they do business with you instead of anyone else.
7. Your employees and subcontractors must believe in your message as well, and act accordingly. The people that represent your business in the trenches, when you are not there, are the ones that will make or break the image of your company.
Once you have that promise crafted, it can't just sit on the shelf. That is only the beginning. Now you need to put it in place. Here are 7 things that you absolutely must do with your unique selling proposition (although there are many more):
1. Print it on your business cards. Every time you meet someone, they need to know exactly what your business stands for and what you will do for them if they choose to do business with you.
2. Make sure that the image of your website reflects the image that you want to portray in your USP. Your marketing message can't say one thing and the look of your business another.
3. Make sure that your customer service is reflected in your statement. For example, if you promise superfast service above everything else, then sometimes you might sacrifice politeness or even quality. If speed is the goal you have to hit it every time. Same with any other message.
4. The signage for your business must reflect the message that you want to deliver in your USP. This is not a statement that you want to hide. Your customers need to know what you will do for them every way they encounter your business.
5. Your voicemail message must coincide with your unique selling proposition as well. Again, if this is the first contact you have with your potential customer, you want to leave an impression with them from every angle.
6. Any sales letter that you distribute to your customers needs to contain this message. More importantly, the tone of the sales letter needs to be in line with the message. Everything you say to your customers must be traveling down the same path towards giving them a consistent promise that you will treat them a certain way if they do business with you instead of anyone else.
7. Your employees and subcontractors must believe in your message as well, and act accordingly. The people that represent your business in the trenches, when you are not there, are the ones that will make or break the image of your company.
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