Читать книгу Cook Wrap Sell - Bruce McMichael - Страница 16

USP, or unique selling point, describes the one thing that distinguishes your products within a crowded market. It’s a touchstone for just about everything to do with you business. Ultimately, it’s your voice in the marketplace.

Work out your USP using the following steps and then let your customers know about it.

 Understand why a customer would use your product or service. What benefits does it offer them? What do they get out of using your product?

 How might your product or service be positively different from your competition?

 Listen to your customers! What you consider important may not interest the people buying your food. Look for gaps to see where you can really differentiate from the competition.

TIP: One way of working out your USP is to put together a so-called ‘elevator’ pitch. Imagine you have just two minutes (the average elevator journey) to describe your business to a potential customer. What would you say?