February 07, 2006
In my constant quest to convince all of you to make sure that you understand completely and totally what your Unique Selling Proposition (USP) is, I will bring you others who see the same thing from different perspectives so that you can see the importance of this indispensable foundation to business success.
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Jim Logan over at bizinformer talks about how during his research of numerous web-sites that he comes across a disturbing trend “most websites appear to have no point.”
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He goes on to mention that “a lot of information about features and functionalities, but no compelling reason or request for me to do anything. Just blah, blah, blah...”
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The reason that Jim, like I, find this so often is that there are numerous online marketers that haven’t taken to heart the intertwining of everything in their marketing with their USP. That’s the reason why so much of what is on the web as it relates to business is ineffective.
Here are the questions that he says must be asked:
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“If your business has a website, something you ought to do is ask your why? Why are you on the web? Are you trying to educate, prospect, sell, register, etc.? Whatever you’re point is you should make it clear to the rest of us.”
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I believe that his last comment is most telling. To go to a web-site and not be able to figure out why you are there and why it exists for you, is the epitome of uselessness and waste.
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The webs great strength is communication and community. To not communicate clearly to the community is to make its existence an exercise in futility.
Think through your USP and wrap your entire web-site around it. Then your potential customers will have the information to know what it is you are and what you want them to do!
