Kickstart Your Marketing With a “USP” and Set Yourself Apart
Without a USP your advertising will have a plain vanilla, me-to appearance which won’t lead people to take action. When you have a good USP and deploy it in your advertising, you’ll attract more clients like you want. You’ll also keep away folks who aren’t your targeted clientele.
Rosser Reeves invented the term “USP” in the 1960’s. In his book, Reality in Advertising, he defines what makes a good USP:
1. Each advertisement must make a proposition to the consumer. Not just words, not just product puffery, not just show-window advertising. Each advertisement must say to each reader: “Buy this product, and you will get this specific benefit.”
2. The proposition must be one that the competition either cannot, or does not, offer. It must be unique—either a uniqueness of the brand or a claim not otherwise made in that particular field of advertising.
3. The proposition must be so strong that it can move the mass millions, i.e., pull over new customers to your product.
Here are some well known examples which meet this 3-part definition:
Domino’s Pizza: “You get fresh, hot pizza delivered to your door in 30 minutes or less — or it’s free.” Notice it says nothing about Mama’s recipe, taste, or low price. This created a whole new market at a time when it took 30 to 40 minutes to get a pizza at pizza restaurants.
FedEx: “When your package absolutely, positively has to get there overnight” This USP answered the question, “Why would anyone want to pay ten bucks to mail a letter?”
M&M’s: “The milk chocolate melts in your mouth, not in your hand” Rosser Reeves created this USP over 40 years ago and it still works great.
Wonder Bread: “Wonder Bread Helps Build Strong Bodies 12 Ways” Maybe it does, maybe it doesn’t. It sure sold a lot of bread.
Did it occur to you that 3 of these 4 USP’s are no longer used by their companies? I had to look up Wonder Bread and found they use “Soft. Delicious. Nutritious.” Fed Ex does a lot more today than overnight delivery so they use “Save more as you ship more, Think FedEx First.” Pizza Hut’s website emphasizes that it wins national taste tests.
You also need to remember to use your USP in all your ads and in contact with customers and prospects. I noticed in the fine legal print on Domino’s home page:
Domino’s new hand tossed pizza has been reinvented from the crust up to be our best tasting pizza ever. Guaranteed. If you are not completely satisfied with your Domino’s pizza experience, we will make it right or refund your money.
This should be in BIG print in the headline of the webpage. 99% of web visitors will miss this. Guarantees are a great way to create a USP.
Your USP should be visible and become part of your daily operations…not just something for your advertisements or website. Let me give you an example.
My mom came across a letter written to me back on April 23, 1976. I had written to M&M-Mars after getting some red, green or brown coloring on my hands while eating some M&M’s. I can’t remember what motivated me to write them. Maybe it was school assignment. Maybe I was just being a wise guy. Here’s their reply:
Thank you for your letter and your interest in M&Ms Chocolate Candies.
In our advertisements we say: “THE MILK CHOCOLATE MELTS IN YOUR MOUTH – NOT IN YOUR HAND”. The melting to which you referred was undoubtedly caused when the pure food coloring in the thin sugar shell came in contact with the moisture in your hands. This sometimes happens if the candy is held for a while.
The objective of our advertising is to acquaint consumers with the fact that M&Ms Chocolate Candies are neat to eat and do not have the mess of other chocolate products that do not have thin sugar shells protecting the chocolate centers.
Thank you again for your interest in writing to us.
Very truly yours,
(Miss) Eleanor C. Trautwein
Customer Service Manager
Now let’s talk about USPs for business professionals. Your USP should answer the question, “Why should someone choose you as their advisor over all other advisors in your area and instead of doing it themselves?”
Obviously, you can answer this question in numerous ways. Let’s categorize them as good, bad and ugly.
Let start out with “ugly” USPs for business professionals.
Ugly ones will get you in trouble with your compliance department. This may affect you if you are a financial advisor, insurance agent, CPA or tax professional. For instance, Montgomery Ward first used “Satisfaction guaranteed or your money back” in 1874. Worse yet, “Retire as a millionaire…” These sound lame because compliance departments don’t like anything which is promissory in nature. FINRA won’t let advisors use client testimonials so that eliminates a lot of ideas for USPs. Your industry standards will set boundaries on what you can say.
Next, what makes a “bad” USP for a professional?
Something vague or a cliche like “Quality Service. High Standards.” Every one can say this so why bother? If your client or prospect reads something and says “So what?” or “Duh. Every advisor does that” then you know you need to work harder. I see this all the time with advisor websites which use the boilerplate verbiage provided by the website company.
What makes a good USP for a professional?
A good USP describes who you are, what makes you different and tells your story in a way that sells your prospect on your ability to get the job done for them. So an advisor’s USP should be more of a core story than a tagline like Walmart’s “Save Money. Live Better.”
You shouldn’t put too much weight on your designations. There are over 50,000 CFP’s in the United States. Many advisors argue this designation is the best one to have. Few would argue that it sets them apart like it did ten or twenty years ago. Yet, how many advisors describe why they pursued the CFP certification and how it improved their ability as a planner? Plus states are cracking down on new designations these days so you wouldn’t want to build your marketing around a designation which may be on the outs in the near future. Even if you’re the only one in town with it.
How do you get started creating your own USP/core story?
Easy, just start calling up your best clients. Ask them why they initially started doing business with you and why they continue to do business with you. Something about you attracted them to you and kept them from going elsewhere. Or may be they did go elsewhere and came back to you. What did they not like about that other financial advisor?
Next, look at your own story and how you got to where you are today. You’ll want to uncover details about your life which made you the advisor you are today.
Finally weave this information together so that your own unique story is told in a way that will attract your a-list clients. Never forget you are a unique individual and the “U” in “USP” stands for “unique.” Be yourself. Don’t be bland. Stand out from your peers.