What is your Unique Selling Proposition?
What is a Unique Selling Proposition?
So, you have a thing or a service that you are selling. Lots of other companies sell this thing or service, as well. But, you want your customers to buy your thing or service instead of theirs. What sets you apart? We call the answer to that question your Unique Selling Proposition, aka USP.
What makes you a better choice? Is it higher quality, better price, better availability, easier use, or maybe a better design? Or maybe, there’s nothing different about it at all – and that’s okay – but, you need a good backstory or reason for people to buy yours instead. These can be such things as it is manufactured in the USA, or was your Great Grandmother’s recipe. If you can’t find your unique USP, then it’s going to be pretty hard to convince others to buy from you instead of competitors. Don’t be discouraged – sometimes, it can take time to find your USP. But luckily, we’ve come up with a few tricks to help you find yours.
Finding your angle
Sit down and think about why you created your product or service in the first place. Were you fulfilling a need or fixing a problem? What made you come across needing to fulfill that need or fixing that problem? Do you sell something special to you that you grew up with, and you wanted to make it better? Is your mother’s jam recipe too good to keep within the family, and you want to sell it to get into as many kitchens and restaurants as possible? These backstories are what make a great USP to use with your marketing.
Keep your eye on trends to make sure your customers feel comfortable with your USP, as well as keep an eye on any gaps in the market. If your product, service or backstory can be matched by your competitors, remove those and find a gap that you can fill. If you are a lawyer or a health-related company, this can mean keeping your eye on any emerging laws or industry shifts to take advantage of. Your USP will show that you are the first, on top of the latest changes and the expert in those new trends. This is an example of making a truly unique USP. A good USP is a competitive USP. You need to research your competitors’ USPs and make sure yours measure up and are more compelling.
Craft the marketing around your Unique Selling Proposition
Making a memorable USP is what will keep your customers coming back. You want to drive your USP into their brains to the point that it’s almost engraved, and they wouldn’t feel right buying from anyone else. Once you’ve figured out your angle, it’s time to see how it stacks up against your competitors and start marketing it. Is it unique enough? Could someone else claim the same thing? Research away and make sure yours really is unique.
Once you state your top USPs, we make sure that your value promise surpasses that of your competitors. USPs are used to develop your brand messaging, and for writing copy for your website, brochures, video scripts and other marketing materials. If you’re still unsure about your USP, or you have one but you’re not sure how to market it, give us a call!