Precisely why USPs Don’t Work


Typically the USP (Unique Selling Proposition) is based on the assumption that you can’t be better than the competition after that being different will usually be enough.

It is true that most companies scrape by in the midst of mediocrity. The bosses of these companies see an industry or occupation that looks lucrative as well as join the ranks within a ‘me too, I’d like a few of that action’, kind of method. If there’s enough of the market for what they do after that they’ll pick up the unusual client and eke away an existence without having to believe or work very hard on the brand.

Most of these companies from the headlines of casualties once the market they’re in will get tough and only the exceptional or well-positioned firms remain safe.

So, the USP, within principle, enables the educated business owner to rise above the rates and be noticed. This is usually accomplished by:

High-Value Promises


Under Promising and Over Providing

Finding an under-serviced market in your market

I applaud as well as support this way of considering and believe that high-value guarantees, guarantees and aiming to pleasure clients are all important. I seriously believe that these things should be the primary for any business.

So the belief in a USP is wonderful. There’s just one tiny downside…

Finding your USP could be like the quest for the common Holy Grail. You could end up investing inordinate amounts of money in research, product/service development as well as branding without ever really getting hold of a true USP. The search to find ‘unique’ when ‘relevant’, ‘outstanding’ and ‘decisive’ are merely as good can be frustrating along with wasteful.

I’ve seen men and women stumble upon some really great choices for their brand that would have been working like a dream, but then dismiss these people because they’re not “unique” enough.

Some of the problems with USPs:

Nearly every idea you produce will have already been done, and so struggling to find unique will be aggravating and wasteful

You’ll expend lots of time trying to create something truly unique and if one does ever find it you’ll never genuinely know if it’s unique at any rate

If you are unique then the instant you start telling people reasons why, somebody else will copy the idea and, alas, it is no anymore unique.

Most people realise that as soon as they start looking and as a result of doing the hard work they can just slap a USP label on something that is usually ‘me too’ or below average.

USPs feed money-famished textbook marketers with study, positioning and creative suggestion projects. Then once one person copies you it’s back on the drawing board and they will get paid all over again.

I want that you get the notion of ‘unique’ out of your head by updating it with ‘decisive’. Most of us look at how to achieve this quickly but first, I’d just like to order to you about a guy who has come on one of this first Lean Marketing(TM) Get better at Classes…

Mister 73 USPs: A Warning

This man’s firm provided training and training in performance improvement along with change management. He had an MBA and reportedly recognized a lot about marketing.

Only to set the scene…

Over the first half of the day, he would manage to disagree with as well as antagonise everyone in the room, such as his own business partner.

Having been quick to disagree as well as slow to explain his explanations why. We’d just started work on the actual “So What? ” physical exercise when he said,

“I understand what you’re doing. You’re attempting to help us find our own USP. Don’t bother, I have already got 73 associated with ’em. ”

I was amazed and impressed but not persuaded, “73 USPs? Are you certain? Tell me about them. inch

Silence. The rest of the group had been now all looking at your pet. He looked back with an appearance of concentration as this individual struggled to remember just one. This individual finally came back with, “Quality! ”

Although I experienced uncomfortable for the man along with 73 USPs, I considered it important to uncover exactly what he really understood; with regard to his benefit and the advantage of the rest of the group. I did not want everyone to believe that having so many USPs was obviously a good idea. So I continued the line of questioning,

“How really does quality set you aside as unique? ”

Once again, a long pause and then,

“Well, we provide the best quality solutions to our clients. ”

I ongoing with three questions throughout rapid succession,

“Does anyone offer a guarantee? ”
“Are you sure your competitors normally are not saying and delivering a similar thing? ”
“Who are your own personal clients? ”
His response to each question was,

“No many of us don’t guarantee it, what makes us? ”
“We haven’t any competitors because what we present is unique! ”
“Anyone can usually benefit from what we do, so anyone ready to pay is a client! ”
Basically, Mister 73 USPs was a student in a tricky spot:

He doesn’t have one USP let alone 73

The ‘USP’ he decided to go with was not unique

He had little idea who his competitors were being

73 anythings in printing are usually 72 too many, zero wonders he couldn’t recall them!

He hadn’t possibly defined his target as a type of business let alone pin-pointed an individual

He was entrenched which has a belief that he’d observed it all before – this often limits a person’s ability to understand anything new

Now, I am known for my ability to stage right beyond the BALONEY and for my edgy and frequently dangerous manner with book marketers, but he was the delegate, so I swiftly managed to move on so that he could save encounter. I then continued to try and assist him personally during the remaining workshop but he truly wasn’t willing to part with the fact that he had 73 USPs. Neither would he accept that selling to everyone intended that he wouldn’t appeal highly to anyone.

I avoid pretending to be a life trainer (I leave that to the people who are good at it) and do not believe it’s my work to change people’s beliefs, therefore at the end of the class, unprompted, We gave him his course fee back.

He wasn’t likely to use our information as well as ideas anyway.

So why am I not telling you this sad tale? Why, because most book marketers, in my experience, really don’t comprehend USPs. It’s just another parole they throw at you to appear clever and important although under the surface their USPs are usually little more than over-dressed features.

USPs are mythological artefacts that rarely really exist today except in the création of textbook marketers possibly the truly inspired.

DPPs instructions Decisive Power Points

Suitable, back to the programme… I want you to ignore ‘unique’ in addition to replacing it with ‘decisive’.

Major is more effective than unique for many reasons:

Unique doesn’t necessarily necessarily mean favourable – Decisive does indeed!

If all else is similar your DPP will word of advising the scales in your give preference to – it will be the making a decision factor

DPPs work from a client’s viewpoint – they are really triggering that help your personal client decide, not just points that you think are unique

Major is much easier to find and look after than Unique

There’s one of our DPP charts (high and to the right is where you want your benefit to be) on our site.

The Decisive Strength Point chart and in-depth instructions on how to use it will be covered thoroughly in our e-book called Coaching Charisma: Using The Power of Your Company to Magically Attract Startup company. This 64-page publication is a must-read for any discipline who is struggling to stick out in the crowd.

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