Using a USP to Quickly Connect With Prospects

The acronym USP (Unique Selling Proposition) was created by
Rosser Reeves, marketing expert in the 1960's. Over time,
his concept has been used by others, called different names
by different individuals and pretty much has taken on a life
of its own. You might know about this concept, but call it a
Unique Selling Advantage (USA), Competitive Advantage,
Elevator Speech or 30-Second Commercial. Dennis S. Vogel,
Internet author, says, "The biggest words for each of them
is UNIQUE!" One thing that seems to be consistent is that
USPs work best when they're short and get your point across
- fast! During a recent teleclass I attended, held by Jay
Conrad Levinson, author of Guerilla Marketing Handbook,
mentioned creating a 7 word USP.

Have you ever had someone introduce themselves, using their
title, and then you tuned out the rest of their
introduction? Have you ever introduced yourself to someone
and watched an invisible wall come up between the two of
you?

When we tell people "what we are" instead of how our
services can benefit them or "who" we are, walls often pop
up. So how can you get and possibly keep someone's
attention? Learn to introduce your business credentials,
without using your title. Create a few business and personal
USPs.

For example: If you're at a networking meeting, you'll first
shake the other person's hand and then state your name.
Other things you might add to your USP are:

1. What makes the work you do unique as compared to others
in similar careers.
2. Something special about your business and how it can
benefit your new acquaintance.
3. An open ended question such as "tell me about your
business so that I can tell others about you", "how long
have you been in business and/or lived in this area?" etc.
4. State your title somewhere in between what you say, vs.
saying it at the beginning.
5. Say something "daring" like "I'm in the happiness
business, is there an area in your life you'd like to make
happier"
6. If you have something new you're promoting, don't be
afraid to change your USP to include it.

Once you've written what you want to say, ask your clients
questions about what makes your business stand out, what you
offer that is of the highest quality, etc. Why? You want to
state the benefits of doing business with you from the
clients' perspective, not yours-and I can tell you that what
you see as a benefit of doing business with you may not be
what your clients feel.

Creating a few different business and personal USPs, then
practicing them, can make the difference between connecting
with people and not connecting. So practice your new
introduction on everyone you know until the words feel
comfortable to you... Practice in the mirror... and tell
everyone you know you'd like to borrow them to practice,
too.

Additional information on USPs can be found on the Internet
at:

USP History and The Basics
www.emediaplan.com/admunch/Biographies/Rosser.asp

A Compelling USP Description by Dale Chambers
www.cism.com/featurearticles/compelling_description.htm

If you don’t have a USP (Unique Selling Point), Create One
by Karl Ruegg www.topten.org/public/AP/AP86.html

3 Steps To A USP By Barbara Ling www.riseway.com/usp.html

How to Write an Elevator Speech
www.avnmembers.co.uk/knowledgebase/Business/elevatorspeech.htm

Use Your Unique Selling Proposition To Make The Sale by Jana
M.Kemp www.janakemp.com/article3.htm

Unique Selling Propositions (Some Questions To Consider)
www.virtualtechnocrats.com/selfhelp/businessebook/marketing/usp.html

Explains USA, UPS and all the other word's they're called by
Dennis S. Vogel www.voy.com/31049/17.htm

MARKETING - 12 Unique Selling Propositions
http://www.homebiz.ca/News/Archives/052200.htm#MARKETING%20-%2012%20Unique%2
0Selling

Your USP: Why Should I Hire You? by Kevin Donlin
http://www.careerowl.ca/candidates/resources.htm