Does Your Dry Cleaning Business Have A USP?

Thu, Dec 16, 2010

Advertising, Dry Cleaning Marketing

Your Unique Selling Point is a precise statement of why your business is special.  You’ve got to come up with a concise statement that describes how your dry cleaning business is unique.  It should answer the question of why I (being the consumer) should do business with you and not one of your competitors.

I’d like to tell you how powerful a USP could be.  There were two college student brothers.  They had to figure out a way to make some money to pay for their college so they decided to open a pizza joint close to their college campus.

After a few months, things weren’t going to well.  They were actually not making much money and working tons of hours.  One of the brothers wanted out.  So he sold his stake in the business for an old beat up Volkswagen Rabbit.

Not long after that Tom developed a USP that has made history.  Here it is:

Fresh, hot pizza delivered in 30 minutes or less.  Guaranteed.

I’m sure you know I’m talking about Domino’s.  They practically invented the delivery pizza business.  And they did it with their USP.  His USP was simple; it wasn’t complicated.  Yours has to be that way too.  It shouldn’t promise all things to all people.  Domino’s USP never mentions homemade sauce or all fresh ingredients.

In the pizza delivery business at that time it wasn’t unusual to wait over an hour to get your pizza delivered.  Tom saw an opportunity and figured out a way to get his pizza’s delivered in 30 minutes or less and he let people know about it through his USP.  This is known as an opportunity gap.  If you can find an opportunity gap and exploit it, you can dominate a market.

So how do you decide what your USP is going to be?  This is something you shouldn’t rush into.  If you’re company is already started, ask your customers what they like about you and your company.  If you’re starting out new, plug it in your subconscious and something will come to you when you least expect it.

Once you’ve decided on something for your USP, break it down to no more than three sentences—the less the better.  Every word has to count.  You want to say it as simple as you can so that there is no misunderstanding to what you mean.

Here is my USP: FREE Pick-Up & NEXT Day Delivery!

This is right under my logo on my van, on my letterhead, business cards, envelopes and invoices.  It’s everywhere.  You never know when a prospect will come along and give you a call because of your USP.

Side view of my van

Want some good news?  YOU can use my USP!!  You’ve got my permission. Just go to my website (DryCleaningMarketing.com) and leave a message in the comment section telling me that you’re going to put my USP into action.

Now, I don’t offer “Next Day Delivery” as standard.  I have a three day turnaround that is normal (Monday/Thursday), but I do offer next day service if my customers request it.

How many request it?  Less than 1%.

So this is something you can advertise if your customers need the next day service.  You’re doing it anyway; why not use it in your USP?

Green is big. Depending in what part of the country you’re in, you’ll have to “green up” to stay competitive.  But the most important part of that is letting your customers know that you’re a Green Dry Cleaner.

How can you do that?  Make it part of your USP!

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4 Responses to “Does Your Dry Cleaning Business Have A USP?”

  1. vaji Says:

    Hi Greg,
    It was a wonderful tip. I like your vision and I always read your articles,but recently I have not been receiving much emails from you. I wish you a wonderful X-mas and happy holidays. Stay in touch.

    Vaji

  2. Shilpi Says:

    Hi,

    I am new to dry clean business and wants to support my husband. I really liked your suggestions, would be looking for more value addition.

  3. Greg Says:

    Shilipi–take a look through this blog and you’ll find lots of useful information. And sign in to the right and you’ll get even more. You’re a good wife to really support your husband. Mine does too!

  4. samuel Says:

    Nice one.. Love your tips. Keep up the good job.


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