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Six Questions to Ask When Writing Your USP (Unique Selling Proposition)

In order to successfully market your business you need to focus on what’s special and different about what you do. Try to express this uniqueness in a single statement, known as your USP. This is not about advertising slogans; we’re creating a tool to help you focus on what your business is all about.

Sit down with your staff members, and ask one another these six questions:

1.     What is unique about your business or brand vs. direct competitors? You’ll probably find a whole list of things that set you apart; the next questions will help you decide which of these to focus on.

2.     Which of these factors are most important to the buyers and end users of your business or brand? (Casual surveys of client families can help determine what has been the most important factors in their experience with you.)

3.     Which of these factors are not easily imitated by competitors?  

4.     Which of these factors can be easily communicated and understood by buyers or end users?

5.     Can you construct a memorable message (USP) of these unique, meaningful qualities about your business or brand?  6.     Finally, how will you communicate this message (USP) to buyers and end users?

Marketing tools to communicate your new USP include Yellow Page ads, radio or television advertising, direct mail promotions, and script development for your pre-need sales personnel.

Kim Stacey, of marketingfuneralservices.com, has dedicated her career to supporting and empowering funeral service professionals by writing responsive advertising and informational copy. She can be reached most easily at kimstacey@sbcglobal.net, or 831-338-0220. Living in the small coastal town of Boulder Creek, California, she’s in the Pacific Time zone.

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