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• Federal Express — “When it absolutely, positively has to be there overnight”
• BMW — “Ultimate Driving Machine”
• American Express — “Don’t Leave Home Without It”
• Coca-Cola — “The Pause That Refreshes”
• Nike — “Just Do It”
• Volkswagen — “Think small”
• Wheaties — “Breakfast of Champions”
• First, learn about your company and its people. Understand the needs and wants of your customers. This may mean interviewing them or conducting surveys. If you don’t know what they like and don’t like, you can’t create an effective USP.
• Examine the strengths and weaknesses of your competition. What makes them better than you? What makes them weaker? Use this information to identify your biggest benefit to the customer (based on what they like) and define your uniqueness.
• Now, the fun part - constructing a memorable message USP. Offer something that your competition does not offer and show why the customer should choose your product or service. The key is to solve an industry pain point or performance gap. Also, make sure you condense your USP into a clear, concise and easy-to-understand language that people can easily absorb.
• Integrate your USP into all marketing and public relations materials. Beyond that, weave it throughout the culture of your business – including your “elevator speech,” sales presentations, phone scripts, printed materials, advertising and website. A good USP will already reflect who your business is and what it stands for.