Do You Know Who You Are?

Gee Ranasinha Advertising, Business, Communications, Marketing, Sales

Or rather, do your customers know what your business actually does?

A company’s Unique Selling Proposition, or USP, is probably the single most important benefit that you offer to your customers. It distills down the unique characteristics of your company’s product or service into what it is that you’re offering to your customers, and why they should buy from you rather than from someone else. In short, it’s your organization’s DNA.

But a USP isn’t some abstract term that you create along with a marketing plan, that gets filed away and is never looked at again. Your USP needs to be used. Management and staff alike should be able to quote it, understand it, believe in it,

Too many businesses today focus on their company’s features, without communicating the benefit to the customer. Computers are advertised by their processor speed or hard disk size. Televisions on their screen size or if they’re LCD or Plasma. Digital cameras by the number of megapixels. Now, while feature differentiation allows potential customers to distinguish one product from another, it’s rarely enough to compel someone to buy.


Because features are nothing unless they’re translated into benefits – and customers need both in order for them to buy.

Because people don’t buy computers, or TVs, or cars, or digital cameras. They buy a solution to their problem that invokes an emotion. They don’t buy features or advantages. They buy benefits. They buy based on how that product or service makes them feel, and justify their purchase with logic.

About the Author
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Gee Ranasinha

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After founding a successful media production firm, Gee became worldwide director of marketing for a European software company. As well as CEO of KEXINO he's an author, lecturer, husband, and father; and one hell of a nice bloke. He lives in a world of his own in Strasbourg, France, tolerated by his wife and young son. Find out more about Gee at


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