Without a kickass USP, or unique selling proposition, you’re just another voice trying to shout out above the crowd.
Unfortunately, most people’s USPs aren’t unique. And this means that these businesses without legitimate USPs aren’t standing out because they don’t look any different from the competition.
They have no voice. No power.
But what exactly is a USP? What makes a good one? And how can you craft yours? By the end of this blog, you’ll be able to answer those questions and begin to take control of your stance in the market.
What Is A USP?
My USP? I thought you’d never ask!
My USP is that I send more than 1 million emails every year.
Unique selling propositions are statements that tell prospective customers exactly why you’re different from other businesses in your market. A business with a compelling USP attracts the right audience, has a high conversion rate and retains loyal customers.
Does my USP do that? You betcha. But how? How can a proposition help boost your business?
When you hold a bold and instantly recognisable USP central to your wider marketing strategy, you’re memorable and at the front of your customer’s minds. USPs demonstrate your competitive advantage and clearly articulate the benefits of what you sell.
To be able to write a good USP, you need to know what makes a bad one, and that’s exactly where we’re going next.
Bad Example #1: We Are Passionate
This theme of USP is so common that it has lost all meaning. How many times have you come across propositions like this?
Stating that your company is passionate and invested in its work doesn’t help it to rise above the competition. You’re supposed to be those things; it’s expected! And it’s way too vague a point to work for a USP.
Instead, try thinking about the benefits of your passion; what comes out of it that your customers really care about?
Bad Example #2: We Are Cheaper Than The Rest
It’s true that we all want the best bang for our buck, so you’re almost forgiven for focusing on how your price point compares to other companies.
But it’s not a winning idea. These types of USPs are unoriginal and boring, and there will always be someone cheaper out there. Any company with a business head-on will find a way to justify its prices.
Instead, try breaking down what your customers get FOR that price, and why they should care.
Bad Example #3: We Offer A High-Quality Service
Can you spot a theme running through these USP examples?
They are all exceptionally generic, and this one is no different. USPs need to be far more specific because they are identifying what sets you apart from your competition.
Instead of proclaiming you offer a high-quality service, why not dig down into what precise actions you take or values you have that translate as providing quality for your customers?
How To Create A Winning USP
So how does your USP measure up? Have you had a moment of realisation?
It’s okay. You wouldn’t be the first person to realise they could be doing something much better. And the good thing is it’s pretty simple to change your USP, you just need to set some time aside to knuckle down and define it.
To create a captivating USP that will win you business, you need to do these three things.
Get Inside Their Head
Who is your ideal customer, and what do they really want? What is it that motivates their buying decisions?
It’s not enough to be aiming your marketing at entrepreneurs aged 25-50. You need to know the ins and outs of the people you want to call customers.
Spot The Issue
Your prospective customers aren’t searching for a product or service, they want a solution to a problem they’ve got. If you deeply understand the profile of your target market, then you should be able to nail their needs pretty quickly.
Make Them Care
What is it that you do that provides the fix to your customer’s problems?
List the precise ways in which you can solve those issues, and you’re onto a winner. It might not be obvious at first, but when you find something you do that NOBODY ELSE in your area of expertise does, you’ve struck gold.
Remember to focus on the benefits of your product or service rather than its features to tap into the emotional side of the customer’s buying brain. How will it make them feel?
Market Around Your USPs
Don’t fall at the last hurdle and try and squeeze your USP into an already formed marketing strategy. It will come across as confusing, unprofessional and downright clunky.
Instead, hold your USP at the heart of everything you do. That might mean starting from scratch, but it’s worth it.
Do You Need To Revisit Your USPs?
If your answer is a fast no, check again.
Are your unique selling propositions original? Can you say that no-one else does the same? Do your USPs speak to your perfect customer? Knowing what you know about them, would they care?
Revisiting your USPs should inspire some much better marketing and bring in a flurry of new customers.
Nailed your USPs but stuck at the content-writing hurdle? This recent blog is for you. Click here to read it.