USP or Unique Selling Proposition is a term that has been around for quite a while. How can it help you in your jewelry store?
First of all, a USP is a one sentence to one paragraph description statement of what makes your store different from your competition. It is simply a description of something only you as a store have.
What are examples of great USPs? One would be Domino’s Pizza’s… hot and fast pizza in 30 minutes or less or its FREE! Remember that one? Its what they built their business on. Notice they didn’t say great pizza or fresh ingredients.. they only said it would be hot and fast.
When you develop a strong USP for your store, infuse it or elements of it in everything you do from your advertisements to your letterhead. It will not happen over night, but in time you’ll notice that people respond to your USP.
Here’s the one I use for my jewelry store:
The Gold Mine is the only Caldwell County jewelry store to be owned & operated by a Registered Gemologist, assuring you of the best jewelry value & expert services!
Over time I’ve noticed many folks coming in and telling me how they went to “XYZ” jewelers only to feel like they didn’t know what they were doing. They wanted to come to the store owned by a Registered Gemologist where they knew they would be given expert info and advice.
Now here is a simple formula for creating your very own USP:
John Doe Jewelers is the only jewelry store in the greater <insert> area that has or does <you insert>.
Some jewelers may play up the fact that they have a laser welder while others may talk about their custom design capabilities or that they have the largest estate jewelry department in their area. The possibilities are only limited by your imagination.
Now get started on creating a strong USP for your business… and don’t be in a hurry, get it just right and feel free to call me at 828-729-1020 if you’d like to brainstorm a bit! Once you’ve got it just right, put it into everything including business cards, newspaper ads, radio, etc. You will find out that over time, you’ve developed a strong marketing tool that separates you from the competition!
Bill Warren is the owner of The Gold Mine Fine Jewelry & Gifts in Hudson, NC and a Registered Gemologist Appraiser. He is also the founder of Warren Marketing Systems, a company that helps retail jewelers unlock hidden revenue in their store through proven marketing systems. Bill enjoys teaching & speaking to jewelers as well as associations/groups. Sign up for regular marketing tips & info at www.warrenmarketing.blogspot.com. For further info, contact Bill at 828-729-1020 or e-mail goldman86@bellsouth.net.
