What’s your Unique Selling Proposition?

What singles you out from the crowd, and makes customers choose you over the competition? We all know we should take the time out to consider our Unique Selling Propositions (USPs), but too often we get bogged down in everyday processes. Here are some tips to help you refocus…

Your USP defines the core of your business, allowing employees and customers alike to understand exactly what it is you do.

This isn’t so much a strapline or slogan – although some of the most famous are also that. It’s not a mission statement. This is a chance to point out to existing and potential clients exactly what it is you offer that’s better than the rest. The difficulty comes when everyone is claiming to have ‘the best customer service’ or ‘the lowest prices’. These can sound like hollow words compared to a USP which not only identifies your strengths but directs them at the individuals or businesses you wish to attract.

Keeping this in mind, these steps might lead you in the right direction when it comes to thinking about how to market your business – and creating your own USP:

1. Who is your target customer?

Write down your ideal client, being as specific as possible. Trying to be all things to all people will not help you stand out in your area of expertise.

2. How can you help them?

What problem do you solve for these prospective clients? Again be as specific as possible, but there’s no need here to list every service you provide.

3. Why should they come to you instead of a similar company?

This is the heart of your USP. There may be a dozen local or national companies targeting the same customers with the same services. Differentiation could save you from falling behind in the marketplace.

4. What can you guarantee your customers?

A promise can have a big impact on how people perceive your company. Can all your competitors go the extra mile like you do?

With these answers in hand, try combining them into a short paragraph. Once you have your short paragraph, think about how you can reduce it into one concise sentence.

You now have a succinct statement which accurately describes your business and why customers should choose you. Testing this on a few individuals first should help you gauge its effectiveness. Use it in the office to reinforce your goals, introduce it into your promotional materials or email signature – wherever you can, always make sure you emphasise what makes your business unique.

Contact us for guidance on the best course of action for you.

---

Content of the articles featured is for general information and use only and is not intended to address an individual or company’s particular requirements or be deemed to be, or constitute, advice. Although endeavours have been made to provide accurate and timely information, there can be no guarantee that such information is accurate as of the date it is received or that it will continue to be accurate in the future. No individual or company should act upon such information without receiving appropriate professional advice after a thorough examination of their particular situation. We cannot accept responsibility for any loss as a result of acts or omissions taken in respect of any articles.