Masachusetts Shave Business Blog

Your USP unique selling proposition should penetrate into your business design and business model so that all facets of your business present a picture of image coherence with your USP. Your unique selling proposition offers customers a reason to buy, but that UMP confluence of many different factors that creates an overall perception of your business reflects the very essence of your company.

That coordination is how you further establish your credibility and believability.

This is something I’m particularly keen on emphasizing because most firms fail in this area and most marketing consultants fail to talk about it. People craft a USP and then sit back thinking it will do wonders for them without fixing those things which are out of place and create doubts. They don’t focus on making their business look like it will perform on that USP.

Did you ever walk into a restaurant that had a wonderful outer décor and sign, but when you found out it was dirty inside you decided to leave because of what you feared they might serve you?

Did you ever see a real estate agent drive up in an old beat-up car and think to yourself, “They must not be successful if they drive this … maybe I should go with someone else.”

Perhaps you might have, like I have, walked into a doctor’s office in some strange location and then immediately walked out again upon seeing that it was so unsanitary. When you are confronted with a health care practitioner’s office that is unkempt, you wonder if they really practice medicine.

Customers run through that same set of thought processes whenever they hear your USP and happen to see some other aspect of your business. They start mentally inspecting it and comparing things to see if anything is out of kilter.

There’s actually a term for this in marketing. It’s called the UPA, or “unconscious parallel assumption.” Your USP should evoke a UPA!