How to Develop a Unique Selling Proposition

Unique Selling Proposition

Unless you’re the only player in your industry, learn to develop a unique selling proposition, or USP.

A strong, instantly recognizable USP can make or break businesses in competitive markets and niche marketing industries.

Unless you know your unique selling point and how to capitalize on it, your company will be another voice competing for attention.

In this guide, you’ll learn the definition of a USP, why it’s important, and how to develop a strong USP.

Let’s begin:

What Is a Unique Selling Proposition?

A unique selling proposition differentiates your company from the competition in your industry. A strong unique selling proposition can help you attract and retain customers while decreasing client churn.

Some businesses will have an easier time identifying a unique selling point than others. For example, if your company is the only one in your industry that sells dresses for Tigers, that’s your unique selling proposition.

If other companies sell dresses for tigers, you can change your USP to the only company that makes tiger dresses that sparkle. You get my point.

However, identifying a unique selling point is not that simple for some businesses. Yes, for more traditional businesses, it can be extremely difficult. Fortunately, there are several ways to make a name for yourself, even if you manufacture or sell a common product or service.

How to Develop a Unique Selling Proposition

So you’re ready to develop a unique selling point. The first step is to consider your target audience and what you have to offer that they will value the most. You should discuss the following elements:

  • The products or services you provide to your customers
  • Your offerings provide customers with benefits that they cannot get from competitors.
  • Who are your target customers?
  • The issue you’re addressing for customers

If you follow the steps above, you’ll be able to develop a general USP for your company that you can tailor to each prospect and what they’re looking for.

1. Ensure You’re Reaching the Right Audience

Writing a unique selling proposition requires focusing on the right audience, as you can’t meet everyone’s needs. Ensure you have a strong buyer persona and target the markets most likely to benefit from your offer.

With this, you’ll have a USP that can drive sales because it matches your ideal customer profile.

When you focus your energy on targeting a smaller audience, your message can be more personalized. Customized messages generate the most engagement, and when this happens, they are more likely to trust you to understand their needs. They’ll realize you’re a good fit for them.

2. Start With What Makes You Different

If you develop a unique selling proposition that a competitor could use to market their product, it’s time to start over. Your unique selling proposition should be unique to you, your company, and the product or service you offer.

Your USP should include the features and benefits of your product that set it apart from the competition.

3. State Your USP Clearly and Confidently

Unique selling propositions should be unique to your company and unique to you. You’re promoting both yourself and your product or service. Your enthusiasm and authenticity should shine through during your unique selling point.

The unique selling proposition will fail if it’s not unique to you. Rehearse your unique selling proposition. It instills confidence in you, and the prospect will reciprocate. A successful USP will get them excited to work with you and learn more about your product.

4. Exaggerate a Little

Your unique selling proposition can be exaggerated a bit.

To describe your product, use words like only, greatest, best, first, and favorite. When used correctly, it’s a tool for communicating your enthusiasm and belief in the product.

Instead of saying, “We help customers,” say, “Our customers demand the best, and that’s why they hire us”. The second phrase explains more about your offer.

You may be hesitant to use hyperbole because you don’t want to appear too salesy, but including it in your USP communicates the value you have in telling it. And it’s a good communication tool because you can back it up with your product.

5. Focus on What The Customer Will Gain

Great businesses offer more than simply a product or service; they also sell the benefits. In the world of copywriting, we call it future pacing.

So, what exactly does this mean? It means that your unique selling point should be about the world your consumer loves or what their lives will look like after buying your product.

Talking to prospects about a solution is the best way to convert new clients.

Prospects are less interested in the features of your product and more interested in making sure you understand their needs, understand their needs, and that the product will work.

Unique Selling Proposition vs Value Proposition

Your value proposition is a concise phrase explaining the benefits of your product or service. This is what makes your product appealing to your target buyer.

While your value proposition attracts your clients’ attention, your unique selling proposition explains why they should buy from you rather than someone else. Your USP should provide an emotional or compelling story about why your prospect should care about you.

Find the right balance between handling your customers’ concerns and creating a memorable statement. Standing out from the crowd involves more than just having the finest product; your consumers must believe in it and, more significantly, become loyal customers.

Seems simple, doesn’t it? After all, you’re passionate about your product, so getting your buyers to feel the same way should be as simple as telling your story.

However, things aren’t always so straightforward.

Expressing your value through your unique selling point must be done quickly and efficiently, since it may make or break how customers see your brand.

What Are the 4 USP Categories?

Crafting your USP involves tons of creativity. It might be easier if you understand the four major areas of each USP: pricing, quality, convenience, and distinctiveness.

  1. Price – We sell our goods at a market-competitive or lowest price.
  2. Quality — Our product is of the best quality available on the market.
  3. Convenience – Buying our goods is convenient for you, the consumer, due to either our delivery or product value propositions. This makes clients select you instead of the competitors.
  4. Differentiation – Distinguishing this product from others on the market for X specific reasons. Also, this product is completely new, the first of its kind.

These categories may all be used in conversations about “this is something we have that our competitors don’t”. Depending on your product or service, you may strategically combine all of these areas in a single USP or focus on one per campaign.

How to Communicate Your USP

Your unique selling point (USP) becomes the brand voice.

Customers today are savvy, and they look for more than just a transactional relationship with your brand. They want to have a positive experience with your brand before making a purchase.

Everything you communicate to customers must be consistent, from in-person meetings with prospects to digital and traditional advertising to post-sales service.

Much of this brand consideration takes place online, but communicating your USP extends beyond online ads, blog content, and social media posts.

There must be consistency between channels.

If a customer meets you in person, sees an ad in a magazine, or reads an employee post on LinkedIn, the brand values and purpose should be communicated consistently.

Beyond that, your customer must believe that your selling proposition is with them throughout their experience with your brand, whether they “shop around,” make a purchase, wait for delivery, or make a return or complaint.

Mistakes to Avoid When Defining Your USP

Here are the top 4 pitfalls to avoid when defining your USP:

1. Neglecting to prioritize customer needs

Your prospects and customers are what keep you going. Make sure your promises match the customer’s experience. Get regular feedback from customers to ensure that your USP continues to speak to them, even as their needs evolve.

2. Sending an inconsistent message

As more business moves online, it is critical to align your message and customer experience across all channels. In today’s world, digital strategy and business strategy are interchangeable. Their unique selling point binds them together.

3. Creating a USP without depth

If your USP isn’t based on your company’s values, it’s easy to get off track. Customers will repeatedly test your selling proposition. Your employees, the services you provide, and the promises you make will withstand these tests if they are deeply rooted in your company’s values.

4. Partnering with companies who don’t share your values

Customers can get information about you with the click of a button. If you position your company as environmentally friendly but work with a company with a bad reputation, your customers will notice.

If you advocate for social justice but work with manufacturers who use child labor, your customers will distrust your brand and look for alternatives.

Examples of Great Unique Selling Propositions

1. “Our eco-friendly cleaning products dissolve grime without harming the environment.” – GreenClean’s eco-friendly cleaning products work because they offer effective cleaning while addressing consumers’ growing environmental concerns.

2. “Experience luxury in every detail with our handcrafted leather goods.” – LuxeCraft’s handcrafted leather goods excel by providing consumers with a premium experience through meticulous craftsmanship.

3. “Transform your commute with our electric scooters, offering unmatched speed and range.” – RideEZ’s electric scooters stand out by providing consumers with a convenient and efficient alternative for commuting with their superior speed and range.

4. “Discover gourmet flavors with our organic, locally sourced meal kits delivered to your doorstep.” – Farm2Fork’s organic meal kits shine because they offer consumers the convenience of doorstep delivery coupled with the satisfaction of gourmet, locally sourced ingredients.

5. “Stay ahead of the fashion curve with our limited edition, artist-designed clothing line.” – TrendEdge’s limited edition clothing line appeals to consumers by offering exclusive designs that keep them at the forefront of fashion trends.

6. “Boost your productivity with our ergonomic office furniture designed for comfort and efficiency.” – ErgoWorks’ ergonomic office furniture stands out by enhancing consumers’ productivity through thoughtful design focused on comfort and efficiency.

7. “Savor the authentic taste of Italy with our family recipe pasta sauces made from fresh ingredients.” – Mama’s Secret’s pasta sauces resonate with consumers by delivering the authentic flavors of Italy through time-honored family recipes and fresh ingredients.

8. “Protect your family with our smart home security system that provides real-time monitoring and alerts.” – SafeGuard’s smart home security system is compelling as it offers consumers peace of mind through real-time monitoring and instant alerts to protect their loved ones.

9. “Achieve your fitness goals faster with our personalized workout plans tailored to your body type and preferences.” – FitPlan’s personalized workout plans work effectively as they are customized to suit individual body types and preferences, helping consumers achieve their fitness goals efficiently.

10. “Capture life’s moments in stunning detail with our professional-grade cameras featuring cutting-edge technology.” – SnapPro’s professional-grade cameras excel by providing consumers with the ability to capture life’s moments in stunning detail through innovative technology.

What’s Next?

Once you’ve defined your unique selling point, you must ensure that it’s present throughout your entire marketing and sales process.

Use the USP to align your marketing and sales teams. When you understand how to position the USP and can easily communicate it to your prospects, it creates a calming sense within the prospect because of your consistency.

Even in the most competitive markets, a strong USP can help you stand out.

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Maku Seun is a freelance copywriter and direct response marketer. He helps digital marketers, coaches, and course creators boost sales by writing compelling sales copy which includes long-form sales letters, email copy, and website copy for their products and services. If you want him to write compelling sales copy for your business, click here.