Your business’s Unique Selling Proposition, or USP, is how you show customers why they should choose your brand or product over your competitors. The USP is especially important in over-saturated markets.
Sure, Patagonia sells clothing, but people buy from their brand because of its impact and dedication to environmental preservation and restoration. And Ben & Jerry’s stands out for its USP of selling “the best possible ice cream in the best possible way” through sustainability efforts and positive impact on its employees, environment, and communities.
How Do You Determine Your USP?
Creating the right USP for your company takes time, effort, creativity, and soul searching. It’s more than just your why for your business; it’s the reason for being in business.
Your USP should answer the question: what makes your brand different from your competitors?
The best USPs:
- Focus on the customer
- Are assertive yet justifiable
- Align your actions with your words
A USP is not the same as marketing incentives and offers, like discounts, free shipping, or a fantastic return policy. It’s why you started your business, what you can offer to customers, what you plan to do to improve the community, and how you plan to run the business.
How To Create A Strong USP
To create a strong USP, do some competitor research. Find out what they offer and how you can showcase your product or brand differently. Emphasize your brand’s strengths rather than focus on your competitors’ weaknesses.
Determine your ideal customer’s pain points and create a USP around that. Make a list of possible differentiators you can narrow down as you focus on what makes your business stand out.
Don’t just focus on pricing; dive deep into what your customers want from a brand they aren’t getting from your competitors. Creating brand loyalty means your customers won’t be as focused on price, so you shouldn’t be either when creating your USP. For example, Bomba socks mentions in every ad not only are their socks seamless, but for each pair of socks purchased, a pair of socks are donated to those in need of socks.
Now, merge your lists of potential USPs, ideal customer demographics, and competitor research. Find where they intersect to help visualize and form your USP.
How To Write Your USP
Once you’ve narrowed down your options, it’s time to write your USP. Consider which benefits your products offer that are most valuable to your customers.
Start with your product’s differentiating factors and qualities. Make sure your USP is clear and confident, as it represents your company and you as the business owner.
Use hyperbole to show your belief in your product and brand. Don’t be afraid of including works like:
- The best
- Greatest
- Favorite
- Only
- The first
And most importantly, focus on the benefit your product provides to the customer. Allow your customer to visualize what happens after they purchase from you.
For example, suppose you’re selling a car. In that case, most people who have purchased one before know the process usually isn’t enjoyable and can take hours. Rather than focus on the less desirable part of the translation, help them visualize driving off the lot in their brand-new car. Help them imagine going to the beach with the top down on their convertible or whizzing down the highway in their new sports car.
Your company’s USP is an important part of your marketing, elevator pitch, and networking. As an attorney and mediator, I needed to learn how to differentiate myself from all the other attorneys and mediators. While in both the practice of law and mediation, results matter, that is not enough. I needed to develop a network of lawyers, mediators, judges, and non-lawyers to grow my business.
For help with developing your USP, reach out to Coach Tim today! I will coach you in developing this tool to network and promote yourself, your brand, and your company to stand out from other businesses in your niche.