What Makes you so Special? Craft your USP

Before you can get someone to buy from you you need to answer the question, “What’s in it for me?” your potential clients need to know what makes you so special. Crafting a strong USP or Unique Selling Proposition will go a long way in differentiating your company, product or service.

In order to craft your USP get out several index cards. Write down your three biggest benefits on the first three cards. Use another card or two to list the point of pain or performance gaps in your industry that you hope to overcome.

Next, list any specifics or proof. Do you have testimonials, studies, or statistics that will support your claims? Once you have each of your cards filled out shuffle them around. Look at them. Put them away. Get them out and look at them again. Eventually you’ll be able to craft a brief and catchy slogan or USP that will show why you’re so special. Deliver on your promises for strong word of mouth marketing.

*Use your USP in video marketing.

Battle of the Big Birds, Airline’s Ads Reviewed

All three of these airlines use appeals to prestige and target frequent business travelers, upper middle class and higher income levels. They’re targeting not your family-vacation-occasional-flyers, but those who need and expect a comfortable experience when traveling regularly.

Delta

Delta’s ad features its Business Elite cabins. The main copy is enticing, “Choose between an aisle seat and an aisle seat.” This quickly conjures up those times when I’ve flown and gotten “stuck” next to people I never would’ve chosen as a seat mate. The copy goes on to explain how sleeping on a plane can and has been improved so business travelers are more rested when they arrive on the other side of the world.

Korean Air

The image is the focus on this ad for Korean Air. An attractive woman sits on a floating feather. The actual seat is smaller and lower on the page. Korean Air promises the Prestige Sleeper Seat will have you never wanting to leave. I like the image, but this seems slightly unrealistic to expect business travelers to believe.

British Airways

When I speak to marketing classes one thing that I try to impress upon my audience is the fact that their unique selling proposition need not deal directly with the product/service. There is no plane or seat in this British Airways ad. What you see is a precariously stacked tower of wine glasses arranged to resemble the plane’s tail. The content discusses how wine tastes different at high elevation. Sell by highlighting what makes you different.

Thoughts? Are you a business traveler? What airline do you prefer? Why?

How to Craft Your Business Slogan

The purpose of a slogan or tagline is to catch attention. This should be done with a short and simple phrase that is innocent and decent (appropriate for all ages).


The slogan should highlight a particular concept or aim through its memorable expression, motto, or lyrical rhyme. Characteristically a good business slogan will harmonize with your overall brand/business image. It must be fresh and exciting, calling a visual image to mind. Remember your objective is “expansion.” As many elements as you can incorporate into a short phrase, the better. Like crafting catchy titles, your slogan should be short – 3, 5, or 7 words at most – 3 is best!

In those three words, can you add a musical jingle? Music will aid in memory. You know, like those annoying commercials that get stuck in your head. They work! Think of McDonalds “Ba da buh ba ba, I’m lovin’ it.” Or Subway’s uber-catchy, “Five. Five. Five dollar foot lonnnng.”

Those examples are very simple. Other effective techniques for business slogans include puns and plays on words. This includes inspiration, attraction, self-involving, and use of proper language focusing on painful memories, contradiction, literary blunders, or strange tones. Unexpected combinations are highly memorable. Pair a serious concern with lighthearted tone. Or try questions that pose a challenge, “Are you smarter than a fifth grader?”

And if you’d like to use my handy worksheet on crafting your Unique Selling Position, simply request the document via email terra(at)fletcherfreelance(dot)com. Put “USP worksheet request” in the subject line.