FATAL MISTAKES’ You Must Absolutely, Positively Eliminate From Your Business Right NOW!
Here is part 3 of our 5 part series. If you have not read parts 1 and 2, please read those blogs first.
Marketing Mistake #2
Not Having A Unique Selling Proposition (USP)
This will knock your socks off.....
This is by far the most common Marketing Mistake people make. Let us explain…USP is the one thing that differentiates your business from your competitors in the minds of your customers and prospects.
The USP is what makes the difference between having a truly outstanding business or merely a good one, or worse still, a poor one.
Occasionally the USP already exists in your business – you just need to discover it and then articulate it in a way that makes you stand out from the crowd. However, in most cases the USP has to be created, often out of ‘thin air’. We can’t stress enough how important this is to you. How can you expect your customers to be able to choose you, over and above any of your competitors, if the customers can’t quickly see what it is you do that is so unique and beneficial to them?
Outstanding businesses have been founded on a USP alone. For example, here's a very well known USP…
"Red hot pizza delivered to your door in 30 minutes or less - guaranteed."
Tom Monahan of Domino’s Pizza created one of the most successful fast-food franchises in the world from the strength of this USP. So did Fred Smith of FedEx (“When it absolutely positively has to be there overnight – FedEx”).