Unique Selling Proposition – Jesse Grillo

Unique Selling Proposition

Unique Selling Proposition
Sell the sizzle. Not the steak.


Your unique selling proposition is what separates you from the competition.


Fedex, who built their empire based on this unique selling proposition: "When it absolutely, positively has to be there overnight."


What is your unique selling proposition? This is going to take a little bit of work. Somewhere in your business, there is a good answer. If not, you need to make one.


That's when you have to do some creative thinking about your business to make it into something unique.


Here are three questions you can ask yourself…


What specifically do you do that's truly different compared to competitors?


How do you uniquely benefit your potential customer market?


Can you niche your potential customer market in a way nobody else can or will?


Take the time to create your own unique selling proposition-it's one of the greatest marketing weapons you can ever have for your products and business.

Never sell a product or service. Always sell a unique selling proposition.

You sell the sizzle and not the steak-the concept and not the product.


Finding the concept is often not easy. It takes all the skills of a conceptual thinker to come up with the right idea and the right position.


Every product has that unique selling proposition that makes it stand out from the rest.


Why should I choose to do business with you versus your competitors?


Do you have a good answer to that?


Your answer cannot be something like, “We offer quality” or “We give great satisfaction.” It can’t be “Because our product or service is better.”


These are marketing generalities and they fall upon deaf ears. Your potential customers and your clients don't even hear that. It is simply noise and fluff.

Have a specific answer to this question that is benefit oriented to your ideal client.


Unique Selling Propositions are more than simple taglines. They are benefit oriented.


They are not slogans, although they can be used as slogans. They convey strong benefits.


Use narrowly defined positioning. When you try to be everything to everyone, you are nothing to everyone. The more narrowly you can define your positioning, within reason, the stronger appeal you're going to have to your ideal clients and prospects.


When you're creating your unique selling proposition, you need to create it in such a way that it has meaningful specifics that benefit to your ideal customers


Can you guarantee what the outcome of using your product or your service is going to be? If you can, then you should put it in your Unique Selling Proposition. You can always find something that you can guarantee.



Separate yourself from the competition.

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