Whenever I speak to professionals and business owners about publicity, I always talk about the important the Unique Selling Proposition (USP). This topic generates lots of comments and questions. This is how to relate the USP to great publicity.
What is a Unique Selling Proposition (USP)?
The term “USP” was created in the 1950s and originally referred to advertising, namely that the advertising proposition to the customer should be: When you buy this, you’ll receive a specified benefit. The proposition must be unique, something that competitors don’t offer or promote, and so compelling that it drives individuals to act.
Over the years, the word “USP” has been modified and is applicable in areas other than advertising. Today it’s used by businesses, organizations and individuals in a variety of settings.
How Do You Find Your USP?
First, you need to answer these three questions:
1. What benefit is unique to what you offer?
2. Who is the target market that is most interested in this benefit?
3. What USP is already used by major competitors for this target market?
By creating a USP, you are offering something to your target market that will stay in their minds and remind them about what makes you different from the competition. Here are some points to consider for each of the three questions above.
1. A Unique Benefit — Remember, features describe your product or service. A benefit is a solution to a problem. If you can’t find a completely unique benefit, consider one that your competitors don’t promote.
2. Your Target Market — This describes who you want to buy your product. (This reminds me of a friend who asked a group of business owners to describe their ideal client. The most frequent response was “anyone who pays!”). But seriously, some target markets are very clear. For example, many estate attorneys only work with people who have assets of a certain amount or higher. The market for Flintstone’s vitamins is pretty clear, too. But most target markets need to be defined.
3. Competitors — A key strategy is to be first with your USP (and hopefully the best). When creating the USP, think about your strengths and your competitors’ weaknesses. Here are some typical elements around which the USP can be created:
. Quality . Service . Style . Price . Selection . Location
An Example of a USP
Recently, I met with a potential client who asked what made me different from other P.R. agencies. I told him my USP: “I offer effective P.R. services to fit any budget.” Then he said, with a smile, “Well, what if I told you I only have $10?” I replied, “Well, you’ll need $49 — that’s what it takes to buy my Do-It-Yourself Public Relations Kit ™.”
Creating an Effective Unique Selling Proposition
Let’s go through some examples submitted by my newsletter readers to see if they fit the criteria for a USP.
Example #1:
“I increase profits and reduce support costs of e-commerce sites by making it easier for customers to find and buy products online.”
– Harris Kravatz, HK Interface Design, Inc.
Does this USP:
* Offer something unique?
* Offer something that competitors don’t offer or promote?
* Offer something so compelling that it drives individuals to act?
It’s good. But maybe we can make it more compelling. Here’s another take on his USP:
“I offer e-commerce sites a way to increase profits immediately through proven customer Web site navigation techniques.”
Example #2:
“I am in the happiness business. As a business and executive coach, I partner with business owners, managers, executives and sales professionals to bring joy to their business.”
– Susan Klein, Business and Executive Coach
This example meets the criteria stated above plus it’s fresh and creative.
Example #3:
“We manufacture a unique line of art supplies that can turn anyone into an artist.”
– Kevin Prince, Paint-by-Grids
This example meets all of the criteria and has an aura of excitement!
So… What Does the USP Have to do With Publicity?
1. A truly powerful and unusual selling proposition not only showcases and defines it owner, but also provides a great “angle” for a P.R. story.
Example: Here is the USP for Bluefish Concierge: “The ultimate concierge for the ultimate experience.” This Unique Selling Proposition says what it does and does what it says. Since I’ve been working with Steve, both local and national media have been interested in learning more about the exclusive and one-of-a-kind experiences he offers to clients.
2. Once the media has featured a story about a business with a Unique Selling Proposition, it is more likely to use that business as a source in future stories that tie into a trend or current event.
Example: When Bluefish Concierge was named the Official Concierge of the 2004 Grammys, with the ability to provide tickets to an event that doesn’t offer tickets to the public, we got media coverage in the New York Times and Orange County Register — right before the Grammys took place.
3. Word of mouth about the uniqueness of your business will spread more quickly because others will understand why your business is different from your competitors.
Example: The USP for Margie Fisher, “Effective P.R. Services for Any Budget,” clearly communicates to others that anyone in the market for Public Relations services can contact me.
At the heart of every successful publicity program is a strong USP.
Margie Fisher is the President of Margie Fisher Public Relations. Learn more about her Do-It-Yourself Public Relations Kit ™, Pay for Results Publicity Program(tm) and more at http://www.margiefisher.com/s.cgi?index-usp or contact Margie at info@margiefisher.com.
