Judy & Sam knew how well UPS delivered. They had used United Parcel Service to deliver their first small business order. As a start up business, they counted on UPS to deliver on time, at a fair price and provide business management tools to help them grow their small start up business.
Judy's role as marketing manager of their small business was a "learn as you go" experience. USP (Unique Selling Proposition) was a new term to her. She became aware of the concept and initials "UPS" while reading an article she found on the Duct Tape Marketing website by John Jantsch. According to the article:
"A simple strategy for positioning your firm or product deeply in your target market's mind is a tool called a USP. The term USP has been around for a long time. The letters stand for Unique Selling Proposition.
The idea here is to identify and then communicate a concise statement of your firm's most compelling offer and benefit in a way that the potential client can automatically answer the what's in if for me question. That's all a USP is."
As Judy learned more from the article, she was inspired to develop a USP (Unique Selling Proposition) to help deliver more customers and sales to their start up business just as well and reliably as UPS was delivering their small business packages.