If you read my most recent post, you now have a clear goal defined for 2020. Congrats! You are well on your way to amplifying your businesses success this year, but there are still a few key things to explore in your business to guarantee success.
Today, I’m going to tell you how to determine what your USP is. Unique Selling Proposition, or Unique Selling Point, is the special sauce that helps your business stand apart from other businesses selling a similar product or service. Simply put, it’s what makes your business unique. And it can play a pivotal role in your brand voice and marketing message.
Your Unique Selling Point may be subtle, or it may have jumped out at you as a strength in the SWOT analysis you completed after reading my most recent blog, but every business has one. The good news is that your USP is relatively easy to discover with just a few steps.
Identify benefits of your product or service.
Does your restaurant prepare authentic Italian fare in an area full of burger joints? Maybe your dry cleaning business delivers. Take some time right now to write a list of different ways your ideal customer benefits from your product or service.
How does your product or service make people feel?
Maybe you sell Italian food a half mile away from Little Italy, or every dry cleaner in your area delivers. It happens. So now think about how your product or service makes your customer feel. Do you pride yourself on treating everyone who walks through the door like family? That could be your Unique Selling Point! Take another minute and add every emotional need your product or service meets to the list you started.
What do you do that your competition doesn’t?
Take the list you created, and narrow it down to things that your competitors don’t, or can’t, do. This is where the market analysis you’ve conducted will come in handy as it will give you a reference to determine what your competition is doing already.
What is left on your list that stands out or is important to you? What can be maintained, or even elevated? There is your Unique Selling Point.
Once you know you’re Unique Selling Point you can leverage it in all forms of marketing to help you achieve your business goals in 2020.
What business large or small has a USP that you immediately recognize? The one that immediately comes to mind for me is: Expect more. Pay less. What business uses that as their USP?