The Power of the Unique Selling Proposition

What is your unique selling proposition (USP)?

It's what makes you stand out, what makes your business different or unique. It's the advantages a consumer has working with your business than they would working with xyz competitor. That unique service, follow up, attention to detail, or affiliation with a recognized brand etc...is the growth lifeblood of any business. A powerful USP becomes the mantra posterchild for your business, home business or service. Identifying why your company is "better, faster, more nimble, has better name recognition, solves more problems, is better funded, is partnered with more market leaders allowing for greater resources" etc... . Any of these and more will allow you to stand out from the competition.

Let's take some real life examples. No where is it more apparent than in the competition of the home business industry and network marketing as person to person marketing requires a powerful USP if it's going to be done successfully on a consistent basis.

The product with the powerful USP. They're out there. Cutting edge technology, research, nutritional science, consumer services...all using their dynamic USP to create a brand that attracts customers and retains them with their brand. Often times it's not the name of the brand, it's the use of the technology and what it can do.

Breakthrough supplements in networking that relieve pain faster and better, new networking comanys that develop new online technologies that allow people to get their work done more efficiently or Nationally/Globally recognized leadership with has instant household recognition that people want to partner and be in business with.

It's up to the company to develop the USP and the sales force to promote the USP. If it's done right, it can be the single most compelling component of the marketing...but it has to be dramatic and hard hitting. It has to make people do a second take and have a "holy cow" moment. To make people to a "double take" so to speak.

There are thousands of incredible and not so good examples of USP's in the marketplace. If you're in sales or marketing, it's important if you're going to align yourself with a company or products that you know and understand the USP and you have a clear vision of how that USP can be a game changer in the market and for you and your business. It can mean the difference between building a marginal business and a global empire in a very short time. Especially if it's promoted properly.

If you're in the home business industry and network marketing in particular you must have a USP that gets you and others absolutely passionate about your business. Without an incredible opportunity, product, brand or leader you're going to have a very difficult time once you've moved through your friends and family. Even using web 2.0 attraction marketing or other forms of marketing may fail because you have no real reason for people to join your business with the thousands of businesses out there.

When you get into business, large or small, home based or not, analyze the USP to make sure that it is substantial, dramatic, attention grabbing and difficult to duplicate. Then and only then....will you have the maximum chance to build a business that can survive even in turbulent markets.

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