===========================================================

"Why The USP Doesn't Work Anymore & What To Do Instead"

- by "Dangerous" Debbie Jenkins

(c) Debbie Jenkins. All Rights Reserved. http://www.debbiejenkins.com

===========================================================

The USP (Unique Selling Proposition) is based on assumption that if you can't be better than competition then being different will usually suffice.

It is true that most businesses scrape by in midst of mediocrity. The bosses of these firms see an industry or profession that looks lucrative and join ranks in a 'me too, I'd like some of that action', kind of way. If there's enough of a market for what they do then they'll pick up odd client and eke out an existence without having to think or work very hard on their brand.

Most of these companies make up headlines of casualties when market they're in gets tough and only outstanding or well-positioned firms stay safe.

So, USP, in principle, enables enlightened business owner to rise above ranks and be noticed. This is usually achieved by: - High Value Promises - Guarantees - Under Promising and Over Delivering - Finding An Under-serviced Niche

I applaud and support this way of thinking and believe that high value promises, guarantees and aiming to delight clients are all important. I actually believe that these things should be baseline for any business.

So notion of a USP is fantastic. There's just one tiny flaw...

Finding your USP can be like quest for proverbial Holy Grail. You could end up spending inordinate amounts of money on research, product/service development and branding without ever really attaining a true USP. The quest to find 'unique' when 'relevant', 'outstanding' and 'decisive' are just as good can be frustrating and wasteful.

I've seen people stumble upon some really great propositions for their brand that would have worked like a dream, but then dismiss them because they're not "unique" enough.

Some of problems with USPs:

- Nearly every idea you come up with will have already been done, so struggling to find unique will be frustrating and wasteful.

===========================================================

"Five Surefire Ways To Drive Your Competition Crazy"

- by "Dangerous" Debbie Jenkins

(c) Debbie Jenkins. All Rights Reserved. http://www.debbiejenkins.com

===========================================================

Taking an aggressive stance to your competition is not most productive way of running a business. However, there are times when some people just get a little too cocky and need knocking down a peg or two. If you want to put an annoying competitor in his or her place then these tips are for you.

1. Keep Friends Close - Keep Enemies Closer ------------------------------------------- Befriend your competitors and learn all you can about their business needs, challenges and wants. In essence "Know Your Enemy" but don't give away too much about yourself. Then, if they get too big for their boots, go for their weak spots to undermine them.

2. Give Your Competitors Your Business ------------------------------------------- "What?!?" I hear you cry! Yes, give your competitors all leads you don't want. That means pass on desperate- blame-meisters and long-term-tyre-kickers. Your competitors will think you're nice and harmless. But you'll be sending them a Trojan-Horse-Load of trouble!

3. Own Customer Brain-Time ------------------------------------------- Make sure what you're saying is more memorable and more in tune with your customer's needs than what your competitors are saying. The easiest way to do this is to describe things in your customer's terms and shut up about yourself.

Also, make it your job to stay in touch with your customers and your competitors' customers, by providing highly valuable freebies at regular intervals. A newsletter or eZine is ideal for this purpose.