I have a confession to make. I’m a music hoarder. My iTunes library has close to 8000 songs that I have been collecting for close to a decade.
Every now and then an old song comes on shuffle that takes me back in time. The latest was D’Prince’s Goody Bag.
I’m not going to form and tell you I didn’t bust a move here and there. I DID!
But what got my attention, surprisingly, wasn’t the melody. It was the lyrics. And it got me thinking.
Like, really deep thinking. I don’t know how but it did.
If you’re familiar with the song you’ll remember the chorus:
They want my goody bag….ehGoody Bag Chorus by D’Prince
They want my goody bag….eh
I get the goody bag….eh
I know you want my goody bag….eh
What’s your selling point….eh
Do you know your selling point….eh
You gats to know your selling point….eh
Oya identify your selling point….ehhh
Okay, maybe I’m more business-oriented now but this is such a powerful message for anyone whether you are an entrepreneur or not.
What I’m about to explain is NOT what D’Prince meant when he wrote that song. But I have come to realise this is a life principle.
Let me explain.
As individuals, we are always trying to sell ourselves to other people.
We want to be liked.
We want to be hired for that job.
We want our posts to go viral (whether we admit it or not).
We want those customers to keep coming our way. To like us. To recommend us.
But the thing is, we are most likely doing the same thing as everyone else.
Do you know your selling point? That thing that actually makes your business (or just you) unique.
So I went researching. I read up on this ‘selling point’. It’s an actual thing in marketing apparently.
It’s called Unique Selling Proposition but let’s just call it Unique Selling Point (USP) because it sounds cooler.
In my brief time consulting, I cannot count how many times I have heard new business owners talk about wanting to create something unique but going ahead to do the same thing as everyone else.
Ironically, everyone ends up being uniquely the same.
Does any of these sound familiar?
- “Please RT, my customer might be on your TL”
- “Satisfaction guaranteed”
- “No refunds”
- “Payment validates order”
- “Nationwide delivery”
- Someone who started a new business. Created new business account across all social media platforms, posts daily quotes and hopes customers come through.
If this is you and your business is going well, good for you.
But if you want to step it up, keep reading.
I may have a solution for you I got from Jay Abraham, an American business executive.
Abraham refers to a USP as The Big Promise.
What promise are you giving to your customers (your employer, your spouse, etc)?
When Dominos started their delivery service in 1973, they promised to deliver pizzas to their customers in 30 minutes or it’s free.
It was never heard of at the time. That’s an example of a big promise.
And true to their word, if a pizza arrived in 31mins, the customer didn’t have to pay if they didn’t want to.
Well, the rest is history. Dominos is one of the most popular pizza companies in the world.
So, what’s your selling point?
Can you be bold enough to make a big promise AND deliver?
Here are a few needs you can try to fulfil in your industry with a big promise.
1) A wide selection of items – like H-Medix Pharmacy & Store, a popular pharmacy in Abuja. They stock any medication you can think of.
2) Big Discounts – not just the occasional discount here and there. Walmart became what it is today by offering the cheapest products in the market YEAR-ROUND.
Undercut your competitors if you can. Be unapologetic and tell everyone about it. That’s a selling point.
3) Speedy Service – do you know any tailor that delivers within 2-3 days consistently? Would you prefer them to your regular tailor that takes weeks? How about a hospital that attends to patients within minutes?
If you are in the fast-food business and you take up to an hour to prepare a meal, are you really into fast food?
This is the USP of drive-through restaurants.
Everyone is in a hurry, cut down your processing time to the fastest you can without compromising quality and brag about it.
4) Excellent Customer Service – go the extra mile to take care of your customers. Even if you don’t make much from that customer, trust that word-of-mouth will bring in more customers. You know how horrible customer service is in Nigeria. Be the exception.
5) Better Warranty/Guarantee – This one is very rare here in Nigeria. If you sell products, and you trust that you make/sell quality products, give your customers an option to return it if it doesn’t work as advertised or if they simply change their mind.
I know this pill is hard to swallow.
When I created my course, StartRyt, which was about how to find your niche and start your business the right way, I offered a 100% money-back guarantee.
If any client didn’t like the course AFTER taking it, I would refund their money no questions asked. Which means they had everything to gain and nothing to lose.
This is not a marketing gimmick. I genuinely believe if my services are wack I should not get paid. It’s as simple as that.
See ehn, money is hard to come by. Nobody wants to simply part away with it.
Give your customers an assurance that they can get their money back if they don’t like your product/service. This also helps you improve your product/service if you truly care.
6) Any other value – you can give that the competition doesn’t offer.
I truly believe that once you have an authentic unique selling point coupled with quality products/services in your goody bag, you will never lack customers who want your goody bag.
So, you gats to know your selling point.
Your homework after reading this, should you choose to accept it, is to identify your selling point.
If you don’t have a business it’s okay. You as an individual, what’s your selling point? Tell me in the comment section.
If you need help with that, reply under this post. I’d really love to help you out with that.
I’ll stop here for now. More on USP in the next post.