Why your business needs a unique selling proposition and how to create one.
How is your business different from your competitors and do your customers know it too?
A unique selling proposition, or USP, may seem like a simple concept but it should be what you’re basing your entire marketing strategy on.
When you have a strong USP and you’re communicating it clearly, you make it easy for customers to remember your brand when they’re ready to convert, while at the same time giving them a reason to choose you over your competitors.
A strong USP addresses a specific need or pain point that a customer might experience and is written in a way that makes it easy for a customer to relate to your brand.
Below are some top tips for creating a unique selling proposition that’s unlike any other.
The point of a USP is to attract more customers so it makes sense to use your target audience as your starting point.
To create an effective USP, you not only need to understand who your target audience is, you also need to understand how they think and how they make decisions. What pain point would they have that your product or service would solve and what would motivate them to make a purchase?
Surveys and focus groups are a great way to get to know your target audience and develop customer personas, valuable information that you can use to create and implement your marketing strategy later on.
Before you start thinking about USPs, take the time to do a bit of research first.
Start by looking at your closest competitors and what they’re currently offering to customers. The point is to stand out from your competitors so it’s important to be aware of their value offering.
Next, delve into some industry research. What are some of the key trends in your industry at the moment and are any of your competitors currently addressing these trends?
By looking at things from these various angles, you should be able to find a gap that your brand will be able to fill perfectly.
Now that you have sufficient research and customer information available to you, you can start developing your USP.
Begin by clearly defining the problem that you will be solving for your target audience, next, list out a few of your product benefits. Remember! Customers do not want to hear about your features, your USP is about what your product or service is going to do for them and should emphasise why they should choose you.
Once you’ve defined the problem you will be solving and why customers would benefit from your product or service, you can start combining this information into a succinct and logical paragraph.
Since USPs should ideally not be longer than one sentence, you will need to refine this paragraph in order to create your final USP.
It should be stated that there’s no reason to stick to one USP for decades. Businesses change and evolve and sometimes your USP will need to be adapted accordingly. Even though you shouldn’t be changing your USP every other year, you should always keep it fresh and in line with the needs of your target audience.
Once you’re happy with your USP, you can use it to start creating the rest of your marketing material and to develop your advertising and promotions.
From designing your logo to creating your next Facebook campaign, your USP is a going to be your starting point.
Here are some examples of unique selling propositions that work really well:
Avis – We’re number two. We try harder
DeBeers – A diamond is forever
Dollar Shave Club – A great shave for a few bucks a month
MailChimp – Send better email
Domino’s Pizza – You get fresh, hot pizza delivered to your door in 30 minutes or less or it’s
Bitly – Shorten. Share. Measure
Vimeo – Make life worth watching
As you can see, the most effective USPs are simple and only consist of a few words.
Take your time with the development of your USP and create a few different versions so that you can be sure you’ve considered all options and are choosing the perfect USP for your business.
Are you creating your brand’s USP from scratch or will you be refining your current USP?