For Better Book Sales, Create Your Unique Selling Proposition

Without a USP (Unique Selling Proposition) your book is just another book among many.  You have to make your book stand out through your USP or your book sales will suffer.  You must differentiate from the pack, or your just part of the mix.

 

A USP is the one thing that you can say that no one else can.  It is a one sentence description that defines how you are different from your competitors.  Let’s analyze a successful USP that deals with something everyone can relate to:  pizza.  Yum!

 

Domino’s original USP was, “Fresh, hot pizza delivered in 30 minutes, guaranteed.  Notice how they didn’t say “good pizza” or “delicious pizza.”  They said, “fresh” and “hot.”  Now we’re talking!  But what made this USP so compelling is the last word – “guaranteed.”  Now we’re really talking!

 

They were willing to guarantee their delivery time although at the time most of their competitors didn’t deliver, more-less in 30 minutes or less.  They made themselves stand out with the delivery and then they made themselves stand out again with the guarantee.  (If you can make your book stand out twice like that, your book sales will have no limits.)

 

They obtained a lot of business solely from people testing their system, seeing if they could make it in 30 minutes and hoping they couldn’t so they could get free pizza.  Talk about getting college students’ attention!  That’s targeting your audience at best.

 

You have to have a USP if you want remarkable book sales. Tell your readers why they should buy your book over another.  Why is yours different?  Why is it better?

 

Know that with time, you will probably have to change your USP.  Domino’s no longer guarantees a 30 minute delivery.  But it was that original USP that took Tom Monoghan, Domino’s founder, from a one store pizza shop in Ypsilanti, Michigan in 1960 to over 8000 locations worldwide today.

 

Now that we’ve talked pizza, you’re probably hungry.  Go grab some pizza and while you are stuffing your face, think about what your USP is.  Remember to keep it narrow, not broad.  One sentence that stops ‘em dead in their tracks.

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