You may wonder what USPs are and why you need one.
A USP means unique selling proposition… and it’s what sets you and your company apart from everybody else.
Example: FedEx’s famous USP, “When it absolutely, positively has to be there overnight.”
Or Domino’s, “30-minutes or it’s free.”
These are all single aspects that make them stand out from competitors. They usually focus on one aspect only.
Hybrid USPs are a little different. It’s a unique type of selling proposition that has more than one aspect.
Let me explain with an example…
We were speaking to a client recently about his USP.
He didn’t think he needed one.
But he has four markets with four separate audiences.
So I said “you need a USP. And, probably, you need a USP for each audience.”
Next, I asked him about clients he serves and… and it turns out clients love him without about 90% rebuying.
Finally, I asked him if he had any celebrity clients. And he answered that he has tons of them.
This is the perfect recipe for a hybrid USP.
This client had a few things going for him like:
So, in this case, he could use these elements as the foundation of a hybrid version of a USP.
It may not be the best USP because we still aim for one per audience. And this spreads us a little thin because we aren’t focused on one focal point.
However, his metrics can support this hybrid version.
And having a hybrid USP is better than none at all.
In future emails, I will give you examples of hybrid USPs in action.
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