Destined To Fail

Destined To Fail

Posted on 06. Sep, 2012 by in Marketing Fitness


Hey Super Trainers,

Almost every day I come across businesses that are destined to fail. Why? Because either they have no USP or a poorly thought out USP.

EVERY business needs a USP, which stands for “Unique Selling Proposition” or “Unique Selling Point”.

Whatever definition you’ve heard, the key point is your business MUST have a unique benefit when compared with other competing businesses.

Your business MUST have something that makes it stand out from the crowd.

Once you’ve decided on your USP, the next challenge is to promote it.

Here is a process you can follow:

If you look at your competitor’s website, you should be able to discover their USP’s fairly easily.

It might be mentioned on the homepage or it may be in the “about” section of their site.

USP’s that are fairly common in our industry include

Great Service
Lower Price
Faster Results
Bigger Facility
Best Staff

Armed with your research , you can now look inwardly at your own business and determine what YOUR USP should be. Is there a gaping hole that’s not being filled?

For example the USP for my fitness business is “Reach Your Weight Goal or We won’t Keep a Dime Guarantee” Ballsy? Yes

Did it work? Heck YES

It worked the same way it did for Domino’s Pizza

Perhaps the most well known USP in the world Fresh, hot pizza delivered to your door in 30 minutes or less — or it’s free

Use a tool like Survey Monkey, or just call them directly and ask them the following 3 questions:

1) What do they really like about your current business?
Why do they do business with you?

2) What would they like you to do or provide?

3) What frustrates them about other businesses that they’ve tried for the same product or service?

Use the survey results to decide on your USP. It’s valuable information on which to base YOUR USP.

Don’t make the mistake of guessing what customers want– I can tell you that we’re wrong almost every time.

Armed with your new USP, you need to hone it into a more exciting phrase.

Again think of Domino’s Fresh, hot pizza delivered to your door in 30 minutes or less — or it’s free

Their USP is speed , but they phrase it in a dynamic way.

So…..

Create a dynamic phrase for your USP then prepare to promote it.

Side Note: These days your USP pretty much has to guarantee something.

Facebook comments:

Tags: , ,

Leave a reply

You must be logged in to post a comment.