A few years back there were two men who decided to create a pizza joint to put themselves through college. When they first started out they were very unsuccessful and experienced lots of problems. There was a lot of disputes and eventually one guy gave up and let the other figure it out himself.
Tom Monaghan was the guy who stuck it out and created a way to make his company stand out from every other pizza business. He eventually grew a multimillion dollar empire for him and make him wealthy enough to fulfill his lifelong dream of buying the Detroit Tigers.
What was it that allowed him to stand out and achieve such success? It was a simple line that took pizza from being a commodity to something irresistible.
The promise he made to his customers was, “Fresh, hot pizza delivered to your door in 30 minutes or less, guaranteed”
This is called a Unique Selling Proposition (USP) which is how you position your company differently than your competition. And the above 13 words helped launch and build probably the biggest pizza franchise in history.
If you don’t have a unique way to separate you from your competition then you’re just another commodity.
Here’s a question you must answer from your customers: why should they choose to do business with your business versus every other available option to them?
Answering this question can help get the juices flowing and really get you to think about how your company is positioned. If you can accurately describe that, then you’ve got something worth fighting for. If not, and you’re not seeing the results you’d like to achieve, then you might need to create a powerful USP and stick to it.
Here’s some other famous and powerful USP’s to stimulate you. Notice how easy to understand they are.
“When your package absolutely, positively has to get there overnight” Fedex
“The milk chocolate melts in your mouth, not in your hand” M&Ms
“Where leaders are made” Toastmasters International
“How to win Friends and Influence People” Dale Carnegie
“Think and Grow Rich” Napoleon Hill
“The nighttime, coughing, achy, sniffling, stuffy head, fever, so you can rest medicine.” Nyquil
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