If your Handyman business doesn’t have a Unique Selling Proposition (USP), you could be leaving tens of thousands of dollars on the table …
What is a unique selling proposition?
A properly defined USP basically lets your prospects know the advantage your handyman business has over other competitors offering handyman service. This is where you show all the ways your handyman service is different, unique, and / or superior to your competitors.
If your message doesn’t stand out from your competitors, then you need to redefine your USP.
Here’s an example of how powerful a USP can be if properly defined and marketed:
Many years ago, two brothers needed to finish their university studies, so they decided to buy an existing pizzeria. To make a long story short, they couldn’t compete in the already competitive pizza market; so one of the brothers left the business and sold his share to the remaining brother.
Determined to make the business work, the remaining brother developed a powerful Unique selling proposition that literally rocked the pizza industry:
“HOT AND FRESH PIZZA DELIVERED IN 30 MINUTES OR LESS!”
In large part due to a simple business model and simple PVU that set itself apart from all of its competitors, Dominoes became the leader in the pizza industry despite having thousands of local competitors across the country.
If your pizza wasn’t delivered on time, you didn’t have to pay.
If you noticed, Dominos didn’t promise “the best tasting pizza” or lots of ketchup or extra toppings. Dominos kept an important promise … we’ll deliver it to you while it’s still hot and fresh … and we guarantee it!
USPs can explode your revenue and take your business to the top if you define and market the right message!
How can you develop your own PVU?
First, you need to find out what is special about your handyman business and how it could benefit your customers …
Here are some general guidelines for creating a compelling unique selling proposition:
- Your PVU must be unique
- It should set you apart from everyone else in your industry.
- You must convey a specific benefit to your customers
Take the next 30 minutes to work on a USP for your company. And when you do your next round of advertising, make sure your PVU message is the first thing your potential customers see.