Your unique selling proposition (USP) should explain to your target audience why your company’s products and services are preferable to your competitors. Really figuring out and writing down your USP is an important part of developing a profitable business.
To create a good unique selling proposition (USP) you will need to:
Understand Your Target Audience
Who exactly are your target audience, are they married, working, what do they like to do, the more information you can put together the better and most importantly what problems do they have that you can solve?
If you don’t know who your target audience is, a quick way to work it out, is to take some of your best clients and work out what they have in common, use this then as the basis for your target audience, and remember the more focused and narrow your target audience the better you are able to connect with them, the larger your audience the harder it becomes which is why saying anyone that can afford my product isn’t actually a target market, it’s just talk that won’t help you engage any audience members.
Get to Know Your Competition
Who is your competition, what are their USP’s and how are they serving your audience and what problems do they solve, do they solve them better than you?
Know How Your Product Provides Value
How does your product provide value and solve problems for your audience? Don’t get this confused with features of your product, concentrate on value and problem solving.
Know why they should Use You
Why are you the one who should provide the product or service, what makes it really work?
Researching each of the four points above will help you gather the information that you’ll need to write your USP. Using the information collected above, you’ll want to write your unique selling proposition in a concise, creative way that connects you to your market and explains how you solve their problems and fill their needs differently from your competition, in a way that resonates with your customer.
To write your USP answer the following questions:
- Product Name – Write down what you want to name the product.
- Description of Product – Describe your product succinctly.
- How Product Works – Explain how the product works.
- How Product Is Different – Tell your audience how your product is different.
- Why You Created the Product – Explain why you created the product or service.
- Why They Should Buy It – Tell your audience which problems the product solves.
- Explain the Guarantee – This is where you tell them they’ll get their money back, or somehow show them that trying your product or service is risk free.
To develop your USP, answering these questions will tell your customers (and anyone involved with your business) what you do, why you do it, and why someone should buy from you. That’s what the USP is for, what makes it work is that it’s something you and your entire organization can look to when creating new products, services, or for carrying out marketing and sales tasks.
You need to be able to describe the unique benefit to your clients if they purchase your products and services. But, having a clear USP isn’t just beneficial to them, it’s beneficial for you and your organization too because you need something to focus on, to keep your marketing messages focused and on track.
The other way to make your USP work well is to develop it to be short and concise. After you collect all the information and answer all the questions, you’ll use it to write your USP. But once written you will cut out parts and narrow it down immensely. Your entire USP should not be more than a short paragraph of about 50 words or less that you can easily use. Sometimes your USP can become your slogan.
Think of some famous slogans. If they answer who, why, how, what, when, where and make a guarantee, then it’s their USP. Think: “The chocolate melts in your mouth, not in your hand.” And for those here in Perth, Richard the West Coast Water Filter man is famous for his saying, “you either use a water filter or your body is one”.
Of course, you can use your unique selling proposition to create an entire story that you can put on your about us page to answer questions your audience has and expand on your short USP, that would certainly be much better than most companies about us pages, that drone on about stuff that never engages anyone, let alone your target audience.