Know your USP!

Do you know your USP?

What makes you stand out from the crowd? Your USP is what will make a customer buy from you.

  • Definition – USP stands for unique selling point/unique selling proposition
  • USP is what gives you a competitive advantage Eg the distinct benefit
  • It’s what makes your business stand out from the crowd and tells your customers what is special about you
  • A clear USP saves customers and potential customers when choosing between you and other potential supplier

How can you find your USP?

  • Know your features and benefits firstly
  • What are you good at? Don’t be shy to sing your own praises
  • What good things do customers say about you/your product or service
  • What words do you use when selling
  • Facts and figures for your market
  • Define who doesn’t want your product as this will also help identify the people who do
  • Know why a customer will take action and appeal to them
  • Look at what competitors are doing? What do they do well or not well?
    • The aim is to look for a gap in the market and to differentiate yourself
  • Be mindful of how you come across/the perception your USP give
  • Then create your positioning statement


Co name + your business description + point of distinction (usp) + market description = positioning statement

Now you know your USP, how do you use your USP?

  • Test it first
  • In your marketing messaging – your posts, website, strapline, branding, articles, monthly minutes and more
  • On your marketing material
  • When talking and networking
  • Remember, you can have different usp’s for different products/services
  • As with all marketing, review your USP regularly


I have delivered a talk on this recently to two of my Athena networking groups. If you could like a copy of the handout to help work out your USP, then please ask me.


About nicolepinpointmarketing

Nicole is a mum to two, wife to one and friend to many. I am also the owner of a successful marketing consultancy business, established in 2008 to work with, help and support local businesses. Pinpoint can act as a consultant or we can hold your hand to manage your marketing or we can do it all for you! Your marketing, your budget, your way. Marketing, organisation, helping and caring are my strong points and passions!
This entry was posted in Advice for the small business, Marketing Planning and Strategy, Pinpoint Marketing Consultancy Ltd and tagged , , , . Bookmark the permalink.

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s