DIFFERENTIATE
THE 4 “ MUSTS ” FOR A
Strong Unique Selling Proposition
BY : ROBIN ROBINS
It is important to stand out among competitors and give people a reason to buy from you . At Technology Marketing Toolkit , we teach 10 different ways to differentiate your business . You could do any combination of them , but you don ’ t need all 10 ; however , you do need a way of differentiating yourself when you ’ re developing your unique selling proposition . Here are my 4 “ musts ” for a strong Unique Selling Proposition ( USP ) to beat out your competitors and close more deals .
THE 4 “ MUSTS ” FOR A STRONG USP 1 . BE UNIQUE TO YOU 2 . HAVE MEANINGFUL SPECIFICS
3 . MUST HAVE A STRONG APPEAL TO YOUR TARGET MARKET
4 . BE DEFENSIBLE BEFORE THEY BUY
You don ’ t want to be different just to be different . That doesn ’ t make any sense , and you need to be able to protect your USP . Let me share a story with you .
HOW HAVING A GREAT USP BUILT A FAMOUS BRAND
Here is a story about a business that has the best USP that I have ever heard in my life . To this day , the company is still around , so they know something about building a USP . When the company started ( an orphan actually started it ), he decided he needed to make his way in life . He didn ’ t have family money and needed a way to put himself through college . So , he starts this little business on the edge of the college campus , knocks on the door , and says , “ Hey , would you sell me your business ?” One owner was happy to dump it on him . There was no money down ; he just took over the business . He slept on cots in the back office , used the shower on campus , and started running this business to put himself through college because , again , he was an
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