In the free enterprise system, difference matters. If everything and everyone were the same, nobody would, or even could, rise above the rest. Being different is a key to success, and the Unique Selling Proposition (USP) is the perfect weapon in the battle for the top spot. Let's take a closer look at the USP.

Let's say your company, Pristine Interiors, manufactures and distributes replacement interior parts for Chevrolets from 1955 to 1990. You employ 25 people, and you have an excellent reputation in the business with hundreds of satisfied customers. You don't expect any layoffs for as far into the future as you can see. Life couldn't be better.

Then, one day, a new business pops up across the street that manufactures and distributes replacement interior parts for Chevrolets from 1955 to 1990. Suddenly your business takes on a different feel. Orders slow to about half of what they were, and now you don't have enough work to keep everybody busy. Layoffs loom on the horizon.

After some investigation, you discover that your competitor has a written USP. You ask yourself "What's that?" Later you find out the new company charges only half-price for shipping.

But there are myriad ways they can make themselves unique. They could not charge at all for shipping. Or they could guarantee that any part ordered would be delivered the next day, or it's free. Or guarantee their parts for the life of the vehicle in which they're installed. Or offer customer service 24/7/365.

Maybe they offer a money-back guarantee on any part for any reason, no questions asked. Or could it be that their materials are of higher quality than yours? Or perhaps their company provides its customers with a video explaining how their products are made, or how they're properly installed. Regardless of their offer, the new company has distinguished itself from Pristine Interiors in such a way that makes them unique. You decide quickly that your company needs its own USP.

The Unique Selling Proposition has been around for 60+ years and has been written about hundreds of times, if not thousands. But a business' USP is so important that it's worth writing about again.

The legendary advertising copywriter Rosser Reeves developed the concept in the early 1940s. In his book Reality in Advertising, he lists the USP's three parts:

1. The USP must make a proposition to--and contain a benefit for--the customer. It should say, "Buy this product [or service], and you will get this specific benefit."

2. The USP must be unique and "specifically tailored" to your product or service and be of importance to the customer. "The proposition must be one that the competition either cannot, or does not, offer."

3. The USP must persuade people to do business with you. "The proposition must be so strong that it can move the mass millions, i.e., pull over new customers to your product."
Your USP could be almost anything, as long as it meets the above criteria. For your interior products, your USP could be something like this: "Pristine Interiors' parts are shipped to you free of charge anywhere in the United States and Canada, and we also offer you a one-year money-back guarantee on any part for any reason, no questions asked."

This USP contains a proposition and a benefit: Buy our interior parts and save money on shipping. It's unique because no other interior parts manufacturer offers the same shipping or guarantee. And the money-back guarantee persuades because it puts the financial risk on the manufacturer, not the customer.

Your USP could be longer or shorter. It could stress a different aspect of your business. The point is you have to determine how your company is different from all of your competitors and capitalize on that. Once you determine your company's USP, you should include it in your sales, marketing, customer service, and public relations materials, both in print and online, and anywhere else that it will be seen and read by potential customers.

I have two versions of my own USP, an extended one and an elevator speech. They may not move the "mass millions," but at least I have them in written form.

The extended version: The Automotive Copy Pro helps automotive high-performance and restoration parts manufacturers increase their ROI. Because I know cars and I know how to write, I can assist in all aspects of marketing, public relations, customer service, and sales writing, i.e., one-stop shopping.
The elevator speech: I help hotrod and restoration parts manufacturers increase their ROI with my writing.

Breaking my USP into its three parts:

The proposition: Buy my automotive copywriting service.

The benefit: Increase your company's ROI.

The uniqueness: I know cars, and I know how to write-a rare combination.

The persuasiveness: I can help in all aspects of marketing, public relations, customer service, and sales writing (one-stop shopping).

The Unique Selling Proposition is a powerful statement, and shouldn't be taken lightly. If you're serious about making money, the USP is one thing to which you should give more than just a second thought.

Marketers of automotive high-performance and restoration parts, what's your company's USP?

The article The Unique Selling Proposition - Why Your Hotrod and Restoration Parts Business Must Have One was Submitted by Mike Hooker through Articles.GetACoder.com network. Here's the additional information: Mike Hooker combines his passion for the Amrican hotrod with his passion for the wrtten word. He now writes marketing, pblic relations, and direct response copy for mrketers of businesses that manufacture parts for the utomotive high-performance aftermarket, specifically hotrods, street rds, street machines, customs, muscle cars, pckup trucks, off-road, and restorations. Visit his wbsite at http://www.automotivecopypro.com