Unless you have the luxury of being a “one-of-a-kind” business, you need a USP. However, most of us have dozens, even hundreds of competitors who do what we do. That is where a USP – Unique Selling Proposition – comes in. A USP is the expression of what differentiates a business or product from all its’ competitors in the marketplace. It helps the prospective customer understand what you offer that others don’t, and gives them a reason to buy. A good USP forms the core of your advertising message.
How Do You Create A USP
But how do you get a USP? For most businesses their USP is not easy to identify. It does not appear out of thin air. Development of a USP takes time and thought. A good USP helps address the needs or concerns of your core customer. It is best to start with a series of questions about your business. Conduct a SWOT analysis. Think about your Strengths, Weaknesses, Opportunities and Threats. This should give you a good idea of where your business is positioned vis-a-vis your competitors.
Identify your best customer. What characteristics do they have in common? You need to have a clear picture of who they are, not just gender, age and income. This is often called a client avatar. If you are an on-going business, interview your customers to find out why they buy from you. If your business is a start-up speak with people who buy from your competitors, to find out what they like and dislike. Get inside the head of your ideal customer to understand what they want. Take all of the information you gather about yourself and your competitors and distill it down to a couple of sentences that describe why you are unique.
Be Unique
Your USP should be more than just the “best price” or “great service”. Most consumers buy on more than just price and besides, there will always be someone cheaper. And service, when was the last time you saw someone advertise “mediocre service”? Try and answer questions or concerns that your ideal customer has. Think in terms of what your customers want, and you do well. This is where the psychology of advertising comes in. Think about liquor or cosmetics marketing. They don’t sell products. Instead, they promote the aspiration that using their products will make your life more fun and exciting.
Why You Need A USP
What is the value of a USP? It becomes the basis for all of your marketing activities. When you construct your website it will open with your USP. And how you construct the site will be based on how to best demonstrate that USP to your visitors. It then becomes your launching point for your marketing communications. At one time, Fed Ex was one of many logistics companies. They then discovered the importance businesses placed on timely delivery of documents. So, they altered their focus and came out with the tag line “When it absolutely, positively has to be there overnight”. Now we don’t overnight documents, we “Fed Ex” them.
Developing a USP is time-consuming and might require a little soul-searching. Hiring a good creative director can be very helpful. Don’t be afraid to take a position with your USP. No business can be all things to all people. Instead, position your business so that you resonate with your target audience. Once you have a solid USP you have the bedrock for all of your marketing activities. You will stand out from your competitors and prosper.
