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.