Does your company have a clear razor sharp USP like Obama's?

Running a strong, clear marketing campaign that has a clear Unique Selling Proposition coursing right through it, is not easy, but it’s vital for business success and survival. You just have to look at Obama’s marketing campaign to see that when you get it right, the results can be amazing.

In today’s marketplace a fuzzy USP just won’t cut it; customers and prospects, now more than ever want to know what companies stand for.

In order for your business to stand out from the rest, there are three, Obama style, marketing strategies you can put in place. They are to; decide on one clear USP, have one consistent message all the way, then build your whole business around it.

Have one crystal clear USP

Formulating a USP is not easy. But if you think of your USP as your company’s blueprint, then formulating one should be easier. The key is to say something very different from the rest. And certainly unique as against what your competitors are saying; that’s if they’re saying anything at all.

As a USP, you could even turn your company’s weakness into a strength. It worked for Obama. Here’s a quote from Shiraz Latiff in the Sunday Times 4th January:

“His weakness was inexperience in the political system. Barely two years into his term as a Senator, he could not have boasted of a strong CV in the political arena to outweigh his opponents. However, he targeted the right market segments, as discussed above, whose expectations were not an experienced politician with a ’silver’ bullet but a pragmatist with a promise to ‘Change’ and bring fresh thinking to the country and the economy”.

Then once you’ve figured out the USP, all you have to do, is sum it up in one clear, concise paragraph.

Have one consistent message all the way

If the message is consistent, then you earn trust; love her or hate her the Queen of England is nothing but consistent, and due to that, has a huge loyal fan base and is respected worldwide.

Obama too has shown himself consistent; and has reaped the same rewards. Here’s when:

“…Though his opponent’s ‘Country First’ was deemed to have appealed strongly to the patriots, it was not the expectations of the target market, which constituted the majority in the country. McCain kept on improvising with his slogan and the pay-off lines expecting the tide to turn towards it.

When all else failed, he expected the blonde Sarah Palin to give him that touch of magic, which she did, but for a brief respite. People did get carried away with her charm and glamour but it was not sufficient to convince the voters to handover the presidency to McCain.

Once the initial euphoria died down and reality set in, there was Obama still touting the ‘Change’ slogan. He did not change his focus when he saw the sudden rise in the ratings for McCain. His consistent message paid off and the voters not only remembered him for what he was offering but also trusted him for being so consistent in his message and offers”. (Shiraz Latiff, Sunday Times).

If consistency can build trust, which in turn built a loyal fan base for both a Queen and a future President, imagine how it can impact your company.

Build your business around it

Once your USP is clear and concise, building your business is much easier. All you have to do is consistently refer to your USP when you come to build or revamp your site, your blog, your direct mail package or a product — you always refer to your USP for focus and guidance. So as not to lose your way. It takes courage to stick with what you believe in and not go with the crowd, but its worth it.

Because, your customers will clearly see what your company stands for, enjoy the calm, quiet consistency your company projects and grow to trust you; becoming loyal fans. Which in turn guarantees your businesses survival and prosperity for years to come.

So while your competitors are tossed by the winds of change and lose their way, your company will stay calmly but firmly anchored – in its USP.