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WHY do your customers do business with you? Defining your Unique Selling Proposition (USP).

In last week’s article, we talked about defining your WHO.. The ideal and most likely customer you work with. Once you know your WHO, it’s time to determine their WHY.

Most business people know their personal WHY. That’s the “why” you got into the business you are in, or “why” you work for your company. That’s not what we are talking about when we talk about determining your customer’s WHY.

Your WHO’s WHY will be the reasons they like doing business with you.

A restaurant owner might say, we made an open, modern, inviting atmosphere at our restaurant, but your customers might say, I go there because the view at night is so perfect, and their rolls are my favorite. You might not know this unless you ask, but you need to know their WHY so you can market directly to them.

I saw a Unique Selling Proposition yesterday at Walgreens. It read, “On The Corner of Healthy and Happy.” This is an excellent example of thinking about what people who shop at Walgreens value. Walgreens are always located on very busy and convenient corners.

Walgreens is a store with a focus on health, which is why they put “Healthy” first in their statement. The more common language would be happy and healthy. By reversing it, they identify their primary focus while implying that by shopping there for your healthcare needs, you will also be happy.


In the Roof Maxx dealership I own with my son, I recently asked him what percentage of homes he inspects are too worn out for a RoofMaxx treatment. He told me about 20% of the roofs he gets on are too far gone. We made the ad you see pictured here to speak directly to our audience. “8 out of 10 roofs can be saved!”

This is why its a great ad. Our WHO are men, 55+ who are maintenance-minded. They also like keeping things nice for as long as possible. They enjoy classic cars and saving money.

With that in mind, it’s likely this group might be thinking about their roofs after a recent wind storm, saying to themselves, I wonder how much longer I have with this roof?

To pique their curiosity, we say 8 out of 10 roofs can be saved. The ad is meant to trigger the thought, “I wonder if my roof could be saved?” Then, we say, a Roof Maxx treatment is a fraction of the cost of a new roof. This drives the action to learn more and call us to see if it’s possible for their roof to be saved, and 80% of the time it is. When creating ads, you should think about your WHO, and then craft your message with their WHY in mind. To make this easier, we have put together a WHY worksheet. It gives you a framework for determining your customers’ WHY, and to help you write a successful Unique Selling Proposition (USP). You can find it here.

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