An "elevator speech" is if you get on an elevator and some one
asks you what you do, you should be able to tell them concisely
and clearly what it is before you get to your specified floor.
Your Unique Selling Advantage is that one distinct appealing
idea that sets your business apart from your competitors. It
distinguishes your particular business in a positive
To identify your 'USA', you want to begin by establishing a
statement of benefits for your business. The statement of
benefits is a list of all the various strengths that you or
your product or service might possess. From this list, select
three to five major strengths and formulate them into
cohesive USA (Unique Selling Advantage) based upon those
characteristics that really motivate your prospects to become
customers of your business.
It should include items that reflect either the operation of
your business or the quality of your business or service. It
can include location, surroundings, price, value, product
knowledge, actual buying experience from your company,
This is really that single unique benefit, essence appeal or
promise that your company makes to your prospects. One that
no other competitor offers.
Most businesses cannot really articulate in one to two
crisp, concise, clear paragraphs the USA of their product or
service of their business. Of those who can only several even
have one. The rest are trying ineffectively to be all things
to all people.
You need to have that crisp niche driven USA. It should be
one unique attractive selling advantage that you're best
suited to deliver to your prospect.
Depending on the strength, and maybe the biggest marketing
void in your area for an unfulfilled niche, your USA may be
one of the following ten steps:
1. You could sell your product or service for
2. You could specify the exact amount and sell it for less
than any other company. Many appliance stores do this like
Sears or Lowes. They give you a guarantee that they have the
3. You can set a higher quality product or service than
anyone else. You may charge more. Explain to them that you're
giving a lot more value. This is a more preferable
4. You could provide more customer service or education
before, during and after the sale than anyone else does at a
comparable or lower price.
5. You might offer price guarantees or twice the level of
assurance protection or' warranty than your next closest
6. You might offer exceptional bonus products services,
premiums or gift certificates than anyone else.
7. You might offer a larger selection or more choices and
options than anyone else.
8. You might have a service department that is 20 times the
size of your competitors so the customer only has to wait one
hour before you can service them or they might show up within
9. You might have a trade in program that maybe another
company doesn't offer.
10. You might have a specific age group that you
The number of possible USA's is really infinite. You can
have more than one and market to more than one group. You
really have to decide what your main USA is, what it has been
or what it should be before you really begin to reconstruct
your entire marketing mission. You can weave the USA into
everything that you do.
You want to be certain that you can actually fulfill What
ever this big USA promise is you decide on. It doesn't do any
good to promote your fabulous selection of products or
services if you only have two versions of an item.
There are in fact some prevalent USA's in most businesses.
And you can ask a business owner to clearly articulate in one
paragraph or less his/her USA. Most of them don't have an
An "elevator speech" is if you get on an elevator and Some
one asks you what you do, you should be able to tell them
concisely and clearly what it is before you get to your
specified floor. They should be asking you, "Really? How do
you do that?"
It's really no surprise that most businesses lack a USA.
It's no surprise that they barely get by. Their failure rate
is high and their owners are apathetic. They get only a small
share of the potential business.
Other than having a great location, why are they going to
get people to come to their business? If they don't offer an
appealing promise or unique feature or special service?
Look at Wendys. They're sitting on a comer lot with a great
location, but another hotdog or hamburger joint might also
have a great location. Why do people go to Wendys versus the
other hotdog place which may even have better food? Because
Wendys offers all the other great advantages. You know what
you're going to get. The restrooms are spotless, etc.
Do you want to go to a firm or company that's just there? Or
one that really has some type of unique benefit? Whether it's
incredible prices or selections?
Would you rather go to a company that offers you the
broadest selection in the country? Or one with every item
marked up half the margin the competitor's do? Or one that
sells the Rolls Royce of the industry?
You gain an advantage by offering a big, unique, appealing
product. You want to focus on that gap real need or
unfulfilled part of your market. You want to integrate that
USA into every part of marketing your business such as
display ads, yellow pages, direct ads, salespersons.
About the Author: Abe Cherian is the founder of
Multiple Stream Media, a leading performance-based Internet
advertising company dedicated in helping small businesses
create online presence, brand recognition and online
automation. Main company web site: http://www.multiplestreammktg.com Abe
Cherian's online automation system has helped thousands of
marketers online build, manage and grow their business. Learn
how it can benefit you too.