In my marketing business, whenever I meet with a new or potential client, after introductions, when it becomes time to “get down to business” usually my first question to them is: “Why You?”

What I want to know first and foremost, before we go any further, is: Why should I come to you (or the company you represent) for a particular product or service?

What makes you different?  What is the advantage (or advantages) you offer that tells me I need to do business with you?

 

In the marketing industry the term for this is your “Unique Selling Point” or “Unique Selling Proposition” (USP).  But it all boils down to: “Why You?”

If you are thinking of open a business and haven’t asked yourself this question, don’t spend another minute working on various tasks to get your business up and going until you have the answer to this question.  For instance, there’s no point in opening a pizza shop if there are already dozens and dozens of retail pizza outlets in the geographical area where you intend to have your business, unless you have good, solid reason(s) to tell people why they should come to you for their pizzas rather than your competition.  If you cannot come up with at least one “Unique Selling Point,” don’t go into business.  If you like the idea of being an entrepreneur, then use your energy to research other types of businesses you might be interested pursuing. But again, you must have a sound answer to the question: Why You?

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Once You Have The Answer, What’s Next? 

Now you want to take full advantage of your USP.  In what ways? You need to put it to use in a variety of applications, such as:

• Try to make it the focus of your business’s mission statement. After your answer to “Why You?” tells a potential customer/client what you do best and also tells your market what distinguishes you from the competition.

• Make it a part of your overall marketing plan.  Whatever your USP is it is the major strength of your business.  Hence, you need to capitalize on this strength whenever possible.  Ask yourself how you can build on my USP in developing your business or taking it to the next level.

• If possible, try to use your USP as a business slogan.

• Emphasize it in your advertising.

• Put it on your packaging (if this is applicable to your business)

• Highlight the statement, if you can edit it down to a brief message and make note of it in your communication (e.g., on your letterhead, top of your newsletter, at the bottom of your business e-mails, etc.)

  • Use it when giving your one-minute sales pitch for your business at networking meetings.

• Make it a part of any sales letter you send out when pitching a potential customer/client.

 The bottom line: whether you are just starting a business or struggling with the business you currently have, if you have not asked yourself: “Why You?,” do it today.  Not having at least one Unique Selling Point to consistently stress in marketing your business is no way to do business successfully.