How To Create Your Unique Selling Proposition
One of the most fascinating marketing books ever written is by Lorin Deland, “Imagination In Business”. It was published in 1909, and even today it is pure genius.
It is believed that he was the first one to ask the question “Why should anyone do business with you over your competition?”.
Deland was a ‘business consultant’ who specialized in sales and marketing at the turn of the century, yet the book reads like it was written just yesterday.
In his book he explains how a retailer came to him for advice. The retailer was on a busy street, and had 4 main competitors on the same block.
He asked Deland how he could garner more business with so much competition.
All of the retail stores were fairly close to each other and all were selling the similar merchandise.
Deland stated that the retailer was really only entitled to one-fifth of the business on the block, as there where in fact 5 stores. He then explained that for every dollar above that amount the retailer wanted to make, there must be a reason why he deserved a bigger share of the marketplace. And he had to create that reason, if he was going to get any more of the business!
Deland also said that if he discovers he’s getting more than his share of the business, he should discover what that reason is, “some customers travel on the line of least resistance, you must make that line of least resistance lead directly to your store”, Deland said.
Deland continued, “Again and again you must ask yourself, ‘Why in the world should these people pass four other stores and come into this one?’”
There has got to be a reason for people to do business with you over your competition. What is your Unique Selling Proposition (USP) that sets you apart from your competition?
Is it a better product? Better service?
You must discover your USP and then show your prospects why they should do business with you, and not your competition.