Develop Your Unique Selling Proposition

Entering an industry requires a valid reason: solving a problem or fulfilling a need. Your sales pitch must first align with this. If you’ve been in business for a while, identify the biggest advantage of your product to set it apart from others. Keep your customers in mind when doing this. Consider what they need and what they want.

The goal of your unique selling proposition is to be one-of-a-kind—it’s the logical reason a consumer chooses you. Without choosing you, they’d lose that benefit. A unique selling proposition should use powerful verbs to generate desire and urgency.

Make your sales pitch concrete, and provide evidence if possible.
· Website: “Your car will sell within 20 days, or you pay nothing.”
· Product: “Lose 20 pounds, or you don’t pay a dime.”
· Service: “We’ll buy your house if it doesn’t sell within 30 days.”

If you have a unique selling proposition but fail to communicate it, it’s worthless. Use your unique selling proposition across all your marketing materials.

A unique selling proposition must be compelling enough to persuade people to buy; even better, it should turn them into loyal brand advocates. If it doesn’t grab the audience’s attention or lacks appeal, it won’t work. And you must deliver on the promise made in your sales proposition. Delivering a pizza in 40 minutes when you promised 30 breaks that promise. A deceptive sales pitch will quickly be exposed, causing people to abandon you.