All Blog Posts Tagged 'USP' (7)

I always find it interesting the number of so-called marketing ‘experts’ who don’t know the difference between a ‘strategy’ and a ‘tactic’.



These words get thrown around daily by folks who have read about them somewhere; or they've heard other self-proclaimed marketing ‘gurus’ use them, so they mimic those people...in lockstep, without questioning; and feel they’re using the ‘correct’ business buzz words.



A lot of buzz, and buzzing around...means nothing,… Continue

Can you spout your USP off to someone in less than three sentences?



If you don't know what it is, or can't succinctly say it, you may want to give it some serious thought.



Formulating your 'USP' is the most important strategic marketing task you will ever do. Implementing it well is likely the second most important.



What exactly is the USP? I hear people using many different variations of it. I've even heard the USP to mean: unique selling… Continue

When you consider the number of restaurants and web sites out there all competing for the same set of scarce dollars, how in heck can you make folks come to or pay attention to yours?



The only way I know of is to differentiate yours from all the rest. Stand out in the crowd. This, of course, is much easier said than done. Today we live in a copy-cat world, where your competitors rush in to copy anything they see that is successful. This creates a ‘commoditized sea’ of sameness, which… Continue

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Recently, I wrote an article discussing the Unique Selling Proposition: its definition, its use and its penultimate importance in all aspects of marketing, no matter what business you’re in. In another article, I told the story of Julie’s Mansion, a wonderful restaurant I was studying as a young hospitality school student. I mentioned that Julie (Jules F., the owner) was an eccentric, flamboyant entrepreneur who knew how to differentiate himself with the public by using the…

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Excerpt from a post to an Indian restaurant owner:

A unique selling point stays away from claims about "better food" and "better service". Those are minimum expectations of your customers, not reasons to choose you over your competition. Sure, you may be able to get that very small market of people looking for Indian food by being the only Indian restaurant around, but you'll starve to death if you're depending on that market. Your market must be bigger and transcend your…

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When I was a young whippersnapper, attending classes at Ryerson University, what was then and still is called “one of the best hotel schools in North America", the marketing professor gave us an interesting, but quite challenging assignment.…

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