How to find your Unique Selling Point (USP)
Defining your unique selling point can be tough. It’s the one thing that makes your customers notice you and pick you over the competition. Think about brands that you love or have a particular affinity to.
What is it that draws you to them? How did they earn your business? Is it their competitive prices, fast delivery service, innovative technology or brand image?
In an increasingly competitive world, it can sometimes be hard to be heard above the noise. A business without a clear USP is likely to lose its way and get lost in the crowd.
So, how do you identify your USP?
GENERATE IDEAS
The first step is to jot down some ideas about what makes your business unique, special or different. What is the one thing that makes your customers choose you over your competitors? For example, imagine you make and sell handcrafted soaps and bath bombs.
Perhaps your products are made with 100% organic ingredients or you only use recycled packaging. Or you only sell your products to high end boutique hotels. Figure out what makes your business stand out and embrace your uniqueness.
PLAY TO YOUR STRENGTHS
Write a list of your businesses strengths. Does your business have particular benefits and features that make it extra special? For example, has your business won awards or built up rave reviews on Trip Advisor? Does your business have a particular set of standards or values that make it unique from the competition? What distinguishing factor makes your customers use your product or service?
Working out your strengths will bring you one step closer to identifying and fine tuning your USP.
IDENTIFY YOUR AUDIENCE
Think about who your customers are and what they gain from your products or services. How does your business meet their wants, needs and wishes? If your USP appeals to the wants and needs of your customers, you’ll be able to reach them more easily and effectively. In order to attract your audience, you need to understand who your target audience is, such as age, gender, interests, location, etc. The more you understand your customers the better!
SUMMARISE YOUR USP IN ONE SENTENCE
Now that you have explored your unique selling points, narrow them down to the benefits and features that are most valuable to your customers. Then write a short, succinct sentence that summarizes your USP. Avoid using long, complicated words and make your sentence as readable, clear and concise as possible. And there you have it. Your USP in a nutshell!
Now that you have created your USP in a neatly packaged sentence, make sure that you use it consistently throughout all of your marketing and branding activities. This will help attract customers to your business and ensure that they return to you time and time again.
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