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This image shows a vintage ad for M&Ms candy, with the Unique Selling Proposition clearly identified, which is “The milk chocolate melts in your mouth, not in your hand”.
Marketing
March 19, 20180Comments

Creating Your Unique Selling Proposition (Brand Strategy)

A great Unique Selling Proposition (USP) will cause the market to pull your business along. You'll have trouble keeping up. A mediocre one makes you just like everyone else. Your USP, is the simple
by Kevin Carney
This image illustrates how focusing on what you provide to your customers that your competitors don’t helps you create your Unique Selling Proposition
Marketing
May 1, 20180Comments

Why a Great Unique Selling Proposition Creates Massive Growth

This article provides examples of how a Unique Selling Proposition (USP) that IS MEANINGFUL, has created massive growth for companies. These are real examples taken from real companies (some old, some
by Kevin Carney
Image of giant sequoia redwood tree as a representative of “massive growth” within the context of your business, which is achieved in part by figuring out your Unique Selling Proposition.
Marketing
May 15, 20180Comments

How Your Unique Selling Proposition Fuels Massive Growth

How are your USP (Unique Selling Proposition) and your UVP(Unique Value Proposition) different? It depends on who you ask. When you Google USP vs UVP, you get various answers. Some people say
by Kevin Carney
Image shows robots being assembled in a factory. It is intended to invoke the idea of “The Customer Factory” which is a model of monitoring and measuring customer acquisition activities.
Marketing
May 20, 20180Comments

How The Customer Factory Helps You Achieve Massive Growth

When you get your USP right, EVERY “flow” of The Customer Factory is better. Monitoring The Customer Factory for your business tells you if your USP is working. The Customer Factory I
by Kevin Carney
Image shows a Volkswagen Beetle (cira 1960 to 1970 ish) which is representative of an exceptionally great ad campaign which positioned small cars as “cool”.
Marketing
May 23, 20180Comments

Very Important Ideas About High Growth Unique Selling Propositions

Sometimes, for your message to get through, it’s necessary to (metaphorically speaking) hit someone over the head with a message that effectively says “What you know is wrong”. Solid unique selling
by Kevin Carney
Image of old vintage FedEx logo and tagline. The old USP was fantastic and told you EXACTLY what you can expect as a FedEx customer.
Marketing
May 26, 20180Comments

Examples of Fantastic and Terrible Unique Selling Propositions

Some brands have experienced impressive growth during periods where they used a really effective Unique Selling Proposition (USP), then lost market share later when they stopped. This has occurred often enough
by Kevin Carney
Image shows a jungle overgrowing and walkway. It is representative of the idea of a High Growth business fueled by a strong Unique Selling Proposition.
Marketing
May 27, 20180Comments

How to Figure Out a High Growth Unique Selling Proposition

So
. How do you create a great USP (Unique Selling Proposition)? The short answer is
.. Slowly, through iterations. But
. And this is critical
.. If you don’t have data to back up
by Kevin Carney
Image shows the iterative process of creating a high growth Unique Selling Proposition.
Marketing
June 1, 20180Comments

How to Craft a High Growth Unique Selling Proposition

Once you’ve got background information on the whole USP thing, how do you craft YOURS? I found a great method described in a blog post titled 5 Ways to Develop a
by Kevin Carney
Image business meeting representing a customer and/or prospect giving feedback, in this instance on how the USP meets its needs.
Marketing
June 4, 20180Comments

How to Test Your High Growth Unique Selling Proposition

Once you’ve developed what you think is a good Unique Selling Proposition (USP), how do you test it? There are two ways that make sense. Of course, if you think
by Kevin Carney
Image shows a woman talking into a metal can with a string attached and is representative of communication, or in this specific instance, communicating your Unique Selling Proposition to the market.
Marketing
June 6, 20180Comments

How to Communicate Your High Growth Unique Selling Proposition

Communicating your Unique Selling Proposition (USP) starts while you’re testing it, and continues after you think you’ve got it right. When you come to the realization you’ve got a product that
by Kevin Carney
Image of old vintage Avis Unique Selling Proposition that really helped grow their business.
Marketing
June 8, 20180Comments

In Closing: Your High Growth Unique Selling Proposition

Getting your Unique Selling Proposition (USP) right is not quick and is not easy, but when you get it dialed in right, it carries your business. It explains to people in
by Kevin Carney

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