Your USP or Universal Sales Proposition is your anchor in the ocean, your tie to getting you from one destination to the next, and that is your chosen destination! This newsletter has more information you will find useful in establishing and refining the very reasons WHY YOUR IN BUSINESS.

There are three typical problems created in a business when it lacks a well-defined and visible USP. First:members of that business will act on their own version of it's USP for the future, so activities and plans are developed in disconnected and a scattered way. Second: In the absence of a USP, people responsible for raising money may act on their plans rather than the business mission, eventually investors see this and withdraw support. Third: A business that is scattered will not produce focused decisions, and poor decisions will lead a company adrift, directionless, and at worse in competing directions.

The qualities of a good Universal Sales Proposition (USP) are as follows: The statement is a short, snappy presentation of the purpose of your business. It can fit at the bottom of your business card. Make it memorable and such that everyone in your company knows it. It is the basic commitment of everyone in your business, and guides their actions daily. It should be free of jargon so average people can understand it. It covers what your business is about, it is long-lasting, and poses a challenge to your employees to reach the goal. It seperates you from your competitors.