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To Make Big Money Selling Online You MUST Have A USP

Written by George Manty  · August 26, 2008

Why You Need To Have A Unique Selling Point (USP)

A few weeks ago, in my internet marketing newsletter I talked about making money online when you don’t have a USP (Unique Selling point aka. Unique Selling Proposition). A Unique Selling Point is something that sets your product or service apart from other product services. The USP answers the question, “Why should I buy from you?”

Without a unique selling point it is extremely difficult to make money selling products and services on the web, because what you are selling is a commodity. Selling a commodity is hard work! It means you have to compete with many other people who sell the same commodity.

On the other hand if you have a USP you can own your niche, because nobody else is providing what you do. This allows you to set your price without regarding other people’s prices (because you have no competitors). Consumers are willing to pay a lot more money for something that is unique.

Important Note:

Now, before I go on and explain a few ways that you can create a USP, I want to let you know that I strongly believe in offering your products and services at a reasonable price. To me it is unethical to make people pay for products and services at an unfair price. Determing what is a fair price is another story altogether. You will have to make that determination for yourself.

How To Create A Unique Selling Point (USP)

I have talked about Seth Godin’s book, “The Purple Cow” in the past on this blog. If you don’t own it I highly recommend you buy a copy of it. A purple cow is something that stands out and is remarkable, the way a purple cow would stand out if you were driving by cow pasture after cow pasture and all of a sudden saw a purple cow grazing in a pasture. It would stand out in your mind forever. When you are creating a unique selling point think “Purple Cow”. The more that your unique selling point stands out in people’s minds the easier it will be to make sales.

There are many ways to create a unique selling point, here are a few of them…

  1. Unique Guarantee
    Offering a powerful and unique guarantee can set you apart from your competition. Dominos pizza is the “poster child” example of this. In keeping with tradition I will use Dominos for my example. When pizza places were a dime a dozen, Dominos Pizza came out and offered “Fresh, hot pizza in 30 minutes or the pizza is free!” When I was a freshman in college we used to order from Domino’s on the chance that they wouldn’t make it in time so we could get FREE pizza. Dominos became a recognized name in American homes… Dominos unique guarantee worked.

  2. Unique Feature
    If your product or service has a unique feature then you need to focus your marketing on that feature, because it is your unique selling point. If it doesn’t have a unique feature, then create one and focus on it in your marketing message. When you create a unique feature, make it something that is hard for competitors to rip off.

  3. Narrow Your Niche
    Narrowing your niche is undoubtedly the easiest way to create a USP. For example, say you are selling a product to help people lose weight. Diet systems are a dime a dozen and it’s hard to come up with a USP in that niche. The solution is to narrow the focus of your niche to a smaller sub-niche. For instance, if your product is an ebook called “Weight Loss for Vegetarians”, you have already focused on a sub niche of the “weight loss” market. However, you could narrow that niche even farther to something like “weightloss for vegetarian Christian dads”. I doubt anyone is selling to that niche, so it would be an easy way to own that niche. However, before narrowing your niche be sure to do market research to determine if there is a demand in that market. In other words, I have no idea if there is a vegetarian Christian dad market looking for books on weight loss.

Final Thoughts

Some people will tell you that branding is another way to create a USP. However, in my mind branding is not a USP. Your product or service needs to be unique or you don’t have a USP. A brand will not stand the test of time if it doesn’t have a USP.

There are many other ways to create a unique selling point for your online business. They key is to find something that your competition isn’t offering and that your customers want. Then focus your marketing on your USP, and you will be on your way to making big money online!


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