What Is Your USP ?
What is a USP ?
USP stands for Unique Selling Proposition (or Point) and every business needs one. It’s easy to spot a USP once you see one in action. It’s the service or product that you offer which no other business is currently offering to their clients.
It’s what your business stands for.
It’s how you’re different…….
Your USP is why consumers should do business with you, versus the competition. It’ll also be the reason they keep coming back to your business.
And contrary to popular belief, your USP can (and should) change over time, as market needs change, audiences prioritize different things and your overall industry grows and shifts.
That being said, your original USP will continue to deliver on the promise you made – it will just evolve over time.
Before you start thinking about your USP, you should think about your ideal customer.
Who’s going to be buying your product or service?
What are some of their characteristics?
Knowing your demographics means everything when it comes to creating a USP that will resonate with the majority of your market.
Think about the average age, gender, economic status, and political leanings of your ideal customer. Some businesses even go the extra step and create a snapshot of their ideal customer so that they can begin to visualize their base.
Some entrepreneurs “fall in love” with their own product or service and forget that it’s the customer who must come first.
Don’t make that mistake! Remember that price is never the only reason a customer makes a purchase. You have to put yourself in your ideal customer’s shoes and discover what they really want and what means the most to them.
When you’re identifying this person, think about the following:
What does your ideal customer really want?
Spend time in some of the places that your ideal customer goes, such as Facebook groups. Read message boards and social media posts. Participate in the conversations and find out what’s missing in that customer’s life.
What is their need?
What aren’t they getting from your competitors?
If you know that, you’re halfway to selling them your product or service. And you’ll be able to come up with a powerful USP for your business.
How can your product or service solve their problems?
Customers aren’t looking for a product or service, they are looking for a solution to a problem.
If your ideal customer chooses your product, how will it impact their life and improve it?
You need to be able to articulate this solution clearly so your ideal customers will choose you over the competition.
What factors motivate their buying decisions? Are they looking for quality? Low prices? Safety or reliability? You need to know why they’re looking for whatever they’re looking for.
What circumstances will lead them to purchase your product or service instead of looking elsewhere?
Why do your existing customers choose your business over that of your competitors?
By this time, you should have a firm idea of what you have to offer your ideal customer that your competitor doesn’t offer.
Now you have to communicate this to your customers in just a few words. This is going to be your unique selling proposition or USP.
To create a strong USP, you need to analyze the profile of your perfect customer and market your product or service in a way that shows them you can solve their problems and meet their needs. You can give them what they want – something your competitors can’t deliver. You’ll want to include a little hyperbole at this point to get them excited.
Use words like “only,” “greatest,” “best,” “favorite,” or “first.” You need to communicate your confidence in that USP and using powerful words and triggers is a great way to do it.
Let’s look at the cosmetic industry as an example. Cosmetic companies like Revlon don’t just sell make-up. They sell glamor, glitz, beauty, confidence and style.
They’re solving the customers’ needs and helping them feel and look their best. Most customers would say their problem is not feeling glamorous or confident. The cosmetic companies offer a solution to that problem: buy our product and you will feel glamorous and confident. Charles Revlon used to say he sold hope, not make-up.
So, you really need to know your customers inside and out. Understand what their needs are and how you can solve these problems or concerns.
Remember your USP should be aimed at the customer. Instead of “We’ll save you money” you should say “You’ll save money,” which redirects the focus from you as the business owner to the customer who’s doing the shopping.
Look at some long-standing USPs and you’ll quickly notice a pattern: they make a promise and their product or service delivers on that promise of change, success or accomplishment.