What is your business' unique selling point or USP? Also called unique selling proposition, your USP is what which make your business' products or services better than those of your competition. Having an identified unique selling point helps you successfully target your business to your target market. Today we're going to explain how to define your USP, and then promote it to maximise your sales.
To know what your USP is, you need to have a solid grasp on the essence of your business. What is it that makes your products or services better than your competition? It's the unique position your business stands for, it's values and the problems it solves. It's the benefit your business offers which your competition doesn't and makes your business stand out above theirs.
In a world where customers have plenty of options, you need yours to stand out above them all. Your unique selling point will do this for you.
Here are some examples of USPs from NZ based businesses:
Some other common examples of unique selling propositions include price, quality, quantity, free shipping, personal service, add ons, a signature style, extreme specialisation, location, social proof, unique skill level and customer support levels.
Defining your USP isn't always easy. It needs to be something you can always provide and is better than something your competitors do. A good question to ask yourself is, why should the customer buy my product instead of my competitor's product?
Here are some reasons to consider:
By answering these questions, you will be able to narrow down your unique selling point: the thing that makes your product the best choice.
Once you've decided on a USP which is different than what your competitors offer, it's time to tell your customers all about it. This is done via marketing, which can be in many different forms, including:
You want customers to quickly learn what your USPs are, but you don't want to be seen as being spammy by pushing them. Like with all of your communications, it's finding the balance between self promotion and sharing information. For further information about marketing, take a read of our articles:
Posted: Monday 25 March 2019