Finding the USP (unique selling position) of a product or service is a mandatory task. If you can’t figure out a way to separate the product or service, it’s just another offering.
An example of a unique selling position, and a classic, is Domino’s Pizza’s famous guarantee to have your pizza delivered in 30 minutes or less.
Were they the only pizza delivery service in the area? Of course not. But, they were the only one guaranteeing that your pizza would be on your table within 30 minutes of ordering.
Other services may have been able to do the same, but Domino’s Pizza beat them to the punch by advertising and guaranteeing it.
The three basic principles of developing a unique selling position are:
1. You must make a proposition/commitment to the audience.
2. It must be something that your competition isn’t offering.
3. It must be strong, because it must sway new customers toward your product/service.
Let’s go back and look at the Domino’s Pizza example.
A. They are making us the proposition of receiving our order within 30 minutes.
B. No other pizza delivery place in the area was offering this.
C. As a potential customer, you would know that in a measurable amount of time (30 minutes) your order was guaranteed to be delivered. This is a strong proposition.
As you can see, Domino’s Pizza hit on all cylinders and it’s no secret that this USP campaign helped their business grow larger.
