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What’s Unique About Your Business?
In your business you’re probably offering something the same as many others in your field. How are you currently setting yourself apart? Do you know what your Unique Selling Point (USP) actually is? Your USP is more than what you do or sell.
Here’s an easy guide to get you on the right track. Write your answers in the spaces provided
- What do you do? List one or two of your most popular services? List your specialties and your niche.
- What is good about your business? Is there something special about the way you do business? List all the positive aspects from your customers view. What makes your customers come back again and again, instead of going to your competition? Is it the quality or convenience? Maybe it’s your friendliness, great customer service, or reliability.
- What do your customers want? Is it a cheap price, your customer service, your easy to use website, your reputation, or something else? List the benefits that customers derive from you and your business. Remember, people buy products and services based on their desires, not on their needs. Ask yourself, what emotion am I selling?
The USP of your business is an important tool in your marketing and branding. Once you have completed the lists above, cross out the least important benefits so you are only left with the few most important. Now, which of these benefits would you say is your USP?
Can any of the benefits be combined? Do they essentially say the same thing? What are they pointing to in your business?
To have a UNIQUE selling point you must not be offering the same thing as any of your competitors. Look at what your competitors are doing/saying in their advertising efforts. If you currently have the same benefit on your list, cross it out. It’s not unique.
Eventually you will cross out many of the benefits on your list but of those left over you can now choose your USP.
You must know your customers to use your USP effectively.
Who are they? List the demographics – age, interests, location, children etc. You must have some idea of the demographics of your target market to be able to satisfy their needs. Learn what motivates their buying decisions. Knowing their desires and motivations will help you find your USP and use it well in your marketing.
Using your USP
Now you know what your USP is you can plan to use it to your best advantage. How can you make everything you do in your business represent your USP?
The power of your USP comes from its way to tap into the emotions of your customers. How you make the customers feel in every step of the selling process is the key. Now to do this you need to capture that emotion in a short phrase or jingle.
- Keep it short – just a phrase (eg; A complete marketing network that gets your business noticed)
- Leave enough for the imagination
- Convey a positive feeling
- Give it impact and emotion
- Promise emotional gratification – the result or benefit – not the work or features you offer.
- The benefits that are most important to your customer
- The benefits that are the most difficult for your competitors to imitate
Some ways to use your USP:
- Elevator speeches
- Website copy
- Marketing material
- Press Releases