This article will explain why a Unique Selling Position (USP) is critical to your success. Your marketing exists in a confusing and complex world. Think for a minute about how many choices you have as a consumer in just about any product category. Its not unusual to have dozens, if not hundreds or even thousands of alternatives when you're shopping for a product or service.



Think I'm crazy? Just search the Internet for everyday products and look at the number of search results. It's possible to have alternatives in the millions.

Isn't that how it should be? You're bound to like it if you're the consumer. But those of us who make a living marketing products and services will find it a challenge. What is a marketer to do in order to survive?

If Your Advertising Doesn't Make You Different, You've Missed the Mark. The first thing your advertising must do is show your customer how you're different from everyone else. I was consulting with a small business client the other day and we went to the yellow pages for her product category and saw a perfect example of how advertising should not be done..

There were pages upon pages of ads with one thing in common. They were all alike. You could have substituted one company name for another without changing the ad in the slightest and it still would have made sense to the customer.

My client found this depressing, but I was thrilled! Why? She had a great opportunity to differentiate her business. Whoever differentiates will win the business battle!

When there are no apparent differences customers will decide based on price. So what happens when customers are faced with hundreds of choices and dont see any difference between one business and another? The only thing left to compare is price, so that's how they make their choice. If you haven't shown that you're different, price will be the deciding factor for your customers too. That's not the best thing for you and your business, and this might surprise you, but it's not good for your customer either--especially if your value is best recognized by establishing a long-term relationship with the customer. Business you get because you have the best price will go somewhere else as soon as they find a lower price. You may be the fastest gun in the West. But no matter how fast you are, there's always someone faster. That's a dangerous game. It's much safer to differentiate.

If you can differentiate yourself, you can charge higher prices. Companies who effectively demonstrate their differences from the competition can justify higher prices. The lowest price does not always get the business. Just think for a minute. You don't always buy the cheapest product or service. Even if you're a world champion cheapskate you can differentiate between bruised and fresh produce. You'll pay a higher price for the fresh vegetables. Correct?

Aren't your customers just the same? Yes. Obviously, you must be charging a reasonable price, but if you have established an important difference in your business, customers will pay extra to receive that benefit.

One of the most important paths to increased sales, more satisfied customers and better profits is to find the important point which makes your business different from your competitors. Then be sure to make that obvious in your advertising.