Can a Unique Selling Proposition Be Just a Simple Difference?
By John Aberle | Sales and Marketing , Unique Selling Proposition
Slater’s 50/50 Burger really is under all of the toppings
Have you ever thought that for something to be a unique selling proposition it needed to be really significant, like the Craftsman Hand Tools Lifetime, Unlimited Warranty or owning a patent or having a guarantee like FedEx’s guaranteed next day delivery? I used to. Then I began to pay attention and discovered that unique selling propositions (USPs) only have to be distinctive and important to the prospect.
To give you an example of a business person doing a good job of developing his USP, I’m going to continue my analysis of restaurateur Scott Slater and Slater’s 50/50.
Using branding to set yourself apart
If your uniqueness appeals to your target market, then you may have a unique selling proposition. The goal is to have some distinction that sets you apart from others so that patrons have a reason to come. Almost any branding campaign can create a unique selling proposition just by heavy and constant repetition of their brand name and tagline, like Cadillac’s “The all new 2010 SRX – The Cadillac of Crossovers.” The problem with a campaign like Cadillac’s SRX is that small and mid-sized businesses lack the advertising budget to build a brand just on the repeating an advertising slogan over and over on TV. This particular slogan gets extra impact by relying on the established brand to imply that this is the best of crossovers because it’s a Cadillac.
Slater’s 50/50 shows how a small business can build a unique selling proposition
Scott Slater, on the other hand, takes the path of most small businesses.Continue reading