The biggest challenge in launching a new product is being able to articulate, in a

The biggest challenge in launching a new product is being able to articulate, in a very concise and articulate manner, what marketing people like to call your Unique Selling Proposition or USP.

Most entrepreneurs do not understand how their buyer thinks. They think like a seller. Therefore, they state their USP like a seller.

For example, a pastry shop I recently visited had a slogan: "We provide highest quality pastries for our community: if you care we care." Okay. This USP is not only seller-focused, it is poorly written. I would prefer to see: "We offer the tastiest pastries in [XYZ County], fresh every morning by 6:00 a.m., guaranteed." See the difference? This USP is specific, states it in the BUYER's perspective, and offers a guarantee. Buyer's like specifics. Buyer's like guarantees.

Another example of a good USP was Domino's Pizza: "We deliver hot pizza to your door in 30 minutes or less, guaranteed." Now, they didn't say it would be the pizza with the freshest ingredients, or the best tasting pizza, but they did offer a guarantee and they promised it would be hot pizza. Bingo - a success.

Do you know your firm's USP? If not, we recommend hiring a professional firm to help. The most successful companies have a well-defined USP. The companies who fail do not define their USP properly. Contact us if you want ARRiiVE Business Solutions' Identity Team to help you with your USP (use feedback link below).