What is your U.S.P.?

No, that is not computer slang, tech talk or otherwise. U.S.P. It has be defined slightly differently by different “experts of advertising” for the past 50 plus years. There is Unique selling proposition, or Unique selling point which if you clicked on both of those links, you’ll see it is a matter of what noun to use.

Anyway, you can read about it, but it is most important to know what yours is.

It started for me in 1986 when I crossed over from the programming and on-air side of radio, to the advertising and commercial side with a career shift that took me to Detroit and Crawford Broadcasting’s WMUZ.

Sunday I sit in my “overall favorite” coffee shop, and realized what their USP is for me: They have overflowing cups of coffee. Yes, really. When you get a specialty cup of joe, like my fav a white mocha, and then they add the home-made whip cream, you cannot put the lid on until you sip away some of the mixture. Other coffee shops just give you less coffee, or ask “Do you need room for cream?”.

The next time I see the owner of this place, I will ask them if this is something they have as a policy, or is it just something they do. Overflowing cups of your favorite coffee beverage, made especially for you.

If you don’t know what your USP is, you risk becoming lost in the shuffle. Each person has a USP too! Mine used to be that radio guy with the beard, at least at first glance. Now I’m known as ScLoHo in social media circles at least.

Here’s a challenge, ask your customers to write a sentence that describes your business to them. Collect as many of these as possible over then next couple of weeks or months depending on your business cycle.

Ask your friends, co-workers, clients etc to write 3 words that describe you. Collect those and be prepared for a few surprises, if they are honest.

Perception is reality when it comes to your USP. Focus on your strengths now that you know what they are.

Scott Howard aka ScLoHo has 25+ years of experience in marketing , advertising, media and works directly in the radio and digital world from Fort Wayne, Indiana.  Contact him at Scott@ScLoHo.net or 260.255.4357.

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