Need USP help, please.

[Ankesh]

One suggestion: call up a few of your clients and ask them: why did they buy your services?

The answers you get will help you a long way in coming up with a strong and powerful USP.

Rosser Reeves gives us this definition for USP:

1. Each advertisement must make a proposition to the customer: "buy this product, and you will get this specific benefit."

2. The proposition itself must be unique - something that competitors do not, or will not, offer.

3. The proposition must be strong enough to pull new customers to the product.

Keep that in mind while using the following short formula to come up with a short and snappy tag line.

1. Mention what you offer
2. Mention how you take care of the downside
3. Don't mention anything else

Thats it. Don't try to be witty or creative with tag lines. The above 3 points were gotten by deconstructing the best tag line ever: Fresh hot pizzas in 30 minutes or its free.

You offer one stop solution for all commercial construction jobs - often at lower cost than anyone else can provide. But how do you take care of the downside? What guarantee or risk reverals do you offer to your clients?

If there is no apparent risk reversals that you offer, a short quick tag line you could use is:

* Complete Commercial Construction Services
* Hassle-Free Complete Commercial Construction Services
* One-Stop Construction Station for Commercial Enterprises

If you let us know the name of your company and a few more details and wishes, we could help you come up with a better tag line and USP.

Basically, while consulting clients, what I used to do is - find out a lot of information about the clients company, his competitors, and his ideal clients. Only knowing all those 3 things can you come up with the best possible USP.