What’s the Difference?

How is your product or service different from your competitors? This important question leads you to the USP, or unique selling proposition. At Hertz, our USP for selling insurance is that there’s no deductible if you’re involved in an accident and any damage to the car, regardless of fault, is covered by Hertz. We also take care of the entire claim process.

Can your insurance company offer you that level of service? I deal with insurance companies all day long and not one of them can compete with our service. Without a strong USP like this, our product would be dead in the water.

If you don’t know what your USP is for your own business, I highly recommend putting some thought into how you’re different. Why would people buy the same old stuff? As Seth Godin would put it, be remarkable and make yourself a purple cow.

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