Create a Unique Selling Proposition to Increase Profits - Part 10 of 12

Now let's write our Unique Selling Proposition! Wow.
You're getting close.
Can you feel the excitement? I can.
By this time you should really have a good idea about what makes your business unique and why customers should do business with you instead of any other option available to them in the marketplace.
In this part, you get to finish filtering out the ideas that won't work to differentiate your business.
It's like panning for gold -- you wash away pan after pan of dirt to get a few gold flakes -- but they're worth it! Look in your notes for the top three factors that are reasons why customers should do business with you instead of with your competitors.
This should be the top three recurring themes in your notes -- or something you and your staff may have thought of a little, but that a large percentage of your customers said was very important.
You don't want more than three because it dilutes the power of each one.
Even three can tell a customer that you don't really know why they should buy -- you're saying, "here's a few reasons and we'll see if one sticks.
" One is best if you can narrow it down.
Here's how...
Look at your notes on your competition -- are they already selling based on the factors you've chosen? For any of the three, strike those off the list.
If it's all three, you're going to have to dig deeper.
But it's likely that there's at least one out of your top three that is not being emphasized by your competition.
If it's one, perfect.
Two, that's good too.
Three -- make sure you've looked at your competition hard enough -- then pick the top two, maximum.
Take these top factors, and try to express them in as few of words as possible.
Try one sentence each to begin with.
Tell the advantage -- then tell why that's important, from the customer's perspective.
Be specific.
As you do this, remember the three F's and the three D's -- fears, frustrations, and failures plus dreams, desires, and destiny.
Use these to tell customers why the benefits of your product are important to them.
Quantify the benefits if possible -- explain what it means to them in numbers they can understand.
Include your guarantee.
This description should be 90 words or less.
Read through it a few times.
Make sure it stands up to the "So What?" and "Bull-!" tests.
Does it tell your customers exactly what they can expect from you and why that's better? If it does, you're doing good.