3. Identify a "pain point" in your industry.
Like sitting for hours in a doctor’s waiting room or having take-outs delivered hours
late. Dominos Pizza got it right when they promised pizza delivered in 30 minutes
or it’s free. How’s that for a convincing guarantee? Think laterally, but be prepared
to be held to your promise.
4. Be specific and make sure you can back up your
proposition when asked for proof.
Advertisements are sometimes focused internally to inspire staff, but unique
propositions are not. They describe what you are already doing, so what makes
you special? How come you are still in business? It’s just not good enough when
only you know why.
5. Distill this all down into a single sentence, or better
still a short phrase.
You must think in terms of output and every word must sell. This is where a
business coach can be a useful ally. I have wrestled with paradigms like this
before, and I offer independent input.
The job is not over though until you have integrated your unique selling proposition
into all your business stationery and advertising materials and done a market
launch as well. Convincing guarantees are two-edged swords when out there in
the public eye. You’ve just created another role for yourself – you must monitor,
monitor and monitor to make sure your firm is sticking to its promise.