Not A “Me Too” Company

Some of the most successful businesses in the world have made their mark by articulating their unique capabilities. FedEx put itself on the map by guaranteeing packages would reach their destinations overnight. Domino's Pizza once promised to deliver hot pizza in 30 minutes or less. Burger King let you "have it your way."

Businesses also need this kind of unique selling proposition (USP) to stand out from the crowd. It's a way to lure prospective customers in your door and away from competitors. It's also a tool to help you avoid the slippery slope of competing on price alone and thereby eating into the margins you need to earn more than a subsistence wage.

Consider the example of my dentist. His challenge was not just to set himself apart but to sell a service that people associate with pain. He did that by creating an office with an exclusive country club atmosphere, reinventing the dental experience.

The foyer has a $5,000 coffee machine, 18 different teas served in fine bone china from a silver tray and an oven baking sugarless muffins to mask the medicinal smell. Patients are greeted by their "personal care nurse," ushered into treatment rooms with their name and photo on the door, offered a choice of DVDs to watch on an overhead TV with headphones and given a buzzer to press if they experience pain.

Defining Your USP
Think of a USP as your secret sauce--the special ingredient your business uses to prevent becoming a "me too" company. It's something that's truly unique. It grabs people's attention. It can't be easily copied. And it offers a clear-cut, marketable benefit to your customer.

Some USPs practically jump out at you. The fizzy herbal cold and flu fighter Airborne, for example, declares on the package label that it was invented by a second-grade teacher. That's a claim that no other company can make, and it sends a feel-good message that instantly distinguishes the product from other herbal remedies.

Most USPs are harder to come by. If you're a locksmith, mattress store or corporate training company, what makes you different from anyone else in your space? Here are some suggestions for helping you answer that question.

1. Analyze the competition. What do they do well? Where do they fall short? What don't they offer that you do? Where are they geographically located in comparison to you? Look for holes in the market that will help you define your niche.