Strategy 12: Articulate Your UBA
What’s a UBA? You’ve probably heard of a USP or Unique Selling Proposition. I prefer to think of it in from my client’s point of view – what’s in it for them – so UBA is their Unique Buying Advantage.
Your Unique Buying Advantage is the advantage the buyer gets when buying your product or service. It’s a distinct; appealing idea that sets your business apart from every “me-too” competitor and quite literally drives qualified prospects to your door.
There are two things to consider. One is the Advantage to your customer and the other is the Uniqueness of the product or its availability.
Here are a couple of famous ones:
Dominos Pizza: “Piping hot pizza delivered to your door in 30 minutes or it’s free.”
Federal Express: “When it absolutely has to be there overnight… Fed Express it!”
Pizza Place: “Bigger, Better Tasting Pizza & Twice the Topping of the Pizza Chain Stores or its Free”