His USP was: “Fresh, hot pizza delivered in 30 minutes or less, guaranteed.” Ten words that brilliantly and clearly communicate two incredibly important benefits to pizza customers: he promised fresh, hot pizza delivered not quick, fast, or soon, but precisely in thirty minutes or less, all backed by his personal guarantee.
This USP has made advertising history, and it fueled the growth of Tom Monaghan’s Domino’s Pizza empire.
The Power of a USP
Think about the answer to the question: “If we went out into your marketplace and interviewed 100 people (customers, suppliers, employees, the media) about your company and what it is best known for, what would they say?”
This is the power of a truly great USP. As Tom Monaghan found, it is well worth developing a distinctive, memorable and unique USP for your product, service or business. And in most cases, doing this like Tom isn’t very easy. I know clients who’ve taken months, even years, to finally hit on a USP that really worked and helped them grow their company.
A Unique Selling Proposition (USP) is the best way of explaining your position in the market, and why a customer should buy from your company rather than your competitors. For example, when a big-box retailer like Wal-Mart brands itself with the words “Save Money. Live Better,” it’s made a positioning promise unlike any other.
Your USP should be the central unifying “theme” of your business, product, or service. Ask yourself: which courier company delivers “the world on time”? The answer is plainly obvious when you see a Fed Ex truck at your front door.
In 2007, I helped the three owners of Preston Hardware craft a new USP for their then 62-year -old company: “Service. Selection. Value.” These three words continue to define their company and every facet of their business to the present day.
