Although not widely used anymore, the term USP, or unique selling proposition was coined in the nineteen forties. Basically, it boils down to this: What do you offer your clients that nobody else does?

Having a USP is great for marketing and branding. It gives people reason to classify you as different, and thus better. Unfortunately, in today’s world, there are already so many concepts flying around that it is hard to come up with something unique.

Or is it…..?

Think of it this way: it does not have to be something that is really that different from what your competitors offer. However, to the prospective client, it has to SEEM different. For instance…

Many years ago, a brilliant marketer was brought in to boost the sales of the No. 10 beer in the USA. As he was taken on a tour through the brewery, he learnt how deep wells were dug next to a lake, in order to obtain the purest water available (with the technology at the time). Other facts pointing to incredible dedication and effort also impressed him…

So he said: Why don’t you tell your clients this?

Their reasoning was that ALL beers were created the same way.

HIS reasoning was that nobody knows it – and the FIRST one to use it in promotion would have an incredible advantage.

They did – and made the No. 1 slot within eighteen months.

What you present need not be totally unique – but your clients have to perceive it to be. Of course, if there is anything you offer, no matter how small, that the competition does not – use it. A USP, or unique selling proposition is all about going the extra mile, and offering your clients more than the next supplier.

It does not matter if the next supplier does it as well – as long as the prospect does not know it, and it is of perceived value to him or her, then you can use it as leverage. It’s all about perception.

And more leverage = more business.

It’s as simple as that.