Unique Selling Propositions and Guarantees

This episode of our Marketing series looks at two important strategies for marketing your business.

Your Unique Selling Proposition (USP) defines in a brief summary what benefits your customers will receive when they purchase your product or service. You can’t be all things to all people. You also need to stand out from your competition.

If someone is already first in a category, it will be exceptionally difficult to prize them out of the top spot. The best strategy is to create a new category that you can be first in.

The best USP’s are short, memorable and used over and over for years. For example, BMW – The Ultimate Driving Machine. This implies that everyone else just makes cars but only BMW makes ultimate driving machines.

Meanwhile, guarantees are a tried and proven method to help you close sales, especially for big-ticket products or service sales.

‘Money back guarantee!’ If you’re already required by law to do it anyway, why not make it a selling point?

In this video we’ll consider what guarantee might be right for your business.