USP – how to work out your Unique Selling Point
What is your USP (Unique Selling Proposition)?
This was a term coined by Rosser Reeves, the copywriter who eventually ran the Ted Bates advertising agency in New York. Once you know your real USP, there are many things which you can do to make your enterprise stand out from the crowd.
Here is one way in which you and can figure out your USP. Set aside half a day to do this exercise. Gather together a team of people to help you.
You will need lots of large sheets of paper. Start by writing down the answer to the following question:
Why do our customers buy our products / services?
If your team is familiar with Mind Mapping, this would be a great way of capturing their answers.
As the session progresses, your job as facilitator is to use the Socratic method of probing deeper and deeper to find out the real reasons why people buy from you. Socrates would never accept the first answer which people...