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Retail Furniture & Mattress Stores – 5 Keys to Designing Your Store’s USP

1 Question- The first key to developing an effective USP (unique selling proposition) is to be able to answer the following question. Marketing guru Dan Kennedy asks this question, “Why should I, your customer choose to do business with you versus any and every other option available to me including doing absolutely nothing?” Your USP answers this exact question in the customer’s mind and gives her a reason to do business with you.

One of the most famous USP’s was “Fresh, hot pizza delivered in 30 minutes or less, Guaranteed, or it’s Free!” This was the USP of Domino’s pizza for many years.

2 Focus- Notice Domino’s USP did not say anything about quality or tasting great. The early Domino’s locations were in college towns. They focused on what their customer wanted fresh, hot pizza that was delivered fast. A great USP is focused on your customer not on you or your business. If you’re not sure what your customers want just ask them.

3 Believable- A great USP must be believable. It cannot be too broad or it won’t be believable. It also cannot pass the credibility threshold of your customer. You can say you’re great if you are but make sure to your customer it’s believable.

4 Authentic- This is closely related to believable but it isn’t exactly the same thing. A claim or benefit might be true but not believable. The opposite might occur as well where a claim or benefit is believable but it isn’t true. For your USP to be effective it has to be both authentic and believable.

5 Test- Before you release your USP test it with your company’s inner circle. Listen for the feedback and be open to changing the USP. Assemble a focus group of your customers and ask them for their honest feedback. It is important to be open to changing the USP. Do not let pride of ownership interfere with your mission to developing the right USP for your company.

Unique selling propositions evolve over time. They should not be stagnant. Your customers change over time and so does your business. Your USP should reflect those changes. Think about the railroads who thought they were in the railroad business instead of the transportation business. Most of them went bankrupt. If they had seen themselves as in the transportation business the strong ones could have modified and adapted to a changing world. They could have modified their USP to reflect their new business. Instead most of them just went out of business because they refused to adapt.

Your first USP won’t be perfect. You will adjust it and tweak it until you get it right. Once you get it right make sure your entire organization understands it. Advertise consistently so your customer understands why you are different and why they should shop at your store.

Our next article will be “The 7 Deadly Mistakes Not to Make in an Ad”.  Don’t miss “Are you in the right market?” Stay tuned for a series of articles on the right media for furniture and mattress stores.

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  1. Mel Opp says:

    This is so important for any business as well as any person. goes back to the old saying “if you don’t stand for something, you will fall for anything”. Identifying who you are, who your customers thing you are will help you go after the correct customer base.


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