If you're like most new business start-ups, you don't want to waste money on expensive marketing campaigns. What you do want is a unique selling position. And quick. Many new business owners don't know how to determine their unique selling point.Either that or they're suffering from the results of not having one. They're getting lost in the crowd and dying a slow death because they aren't able to attract enough customers to support their business.
So, what is USP? If this term is new for you. Before we are going further with this topic, we want to make sure that we are understanding the deep meaning of USP (Unique SellingProposition)
What is your USP?
Your USP is what recognizes you from your competitors. It's what you offer that no-one else does in your market - whether that's higher quality, a lower price, a better customer experience, or new technological innovation.
Forming a clear USP helps focus your marketing strategy and influences messaging, branding, brand voice, and any other marketing decisions. By having your unique selling proposition, you will be able to answer your customer's main question “What makes you different from others?” immediately with no fear. If you can't identify your USP, you'll have a hard time convincing prospective customers to buy from you instead of your competitors.
Why do I need a USP?
We're always reading about how many messages consumers are bombarded with every day. They cannot re-evaluate services and products every time they need to make a purchase. To make life easier, they tend to organize products and services into groups and position them accordingly - for instance, the safest car, the most expensive car, and the best value car.
A strong selling proposition, well communicated, will help customers quickly understand what your business offers and why they should choose you over the competition.
Convincing a customer these days become an impossible mission because our customers become smarter, pickier and they know exactly what they want. That’s why your USP needs to be targeted to point, simple, and deliver your message so quickly.
Your unique selling point is the heartbeat of your organization – the thing that sets you apart from the others and highlights the heart and soul of your company. Yet, only69% of B2B companies have an established value proposition today
Simple steps to find your unique selling proposition USP
Finding your USP is not simple as it sounds, as the marketplace grows rapidly and above the expectation. In fact, you might even need a little professional help. We need to highlight that finding your USP will take a lot of time and research – But with out it you will be just another business selling unremarkable products or services.Let’s jump in and list the steps that you have to go through to find your unique selling proposition.
Before you decide what makes your products or services unique, you need to check what other businesses offer. This means you need to conduct in-depth competitor analysis. You’ll also need to do quite a lot of customer research too.After all, you’re making your product or service for a specific person, and that means appealing to unique characteristics, preferences, and ideals. A SWOT analysis will help you to position yourself in the context of your competitors, while user personas as will ensure that you structure your unique selling proposition to best suit the needs of your target customers.
2- Determine Your benefits
After conduction of good research about competitions, it’s time to understand your strength and weakness of your service or products. For example, your services might be more quality, less price and customer friendly than what is available in the market. So, what you need to do here, is make a list of your product or services and list its benefits and why they are different.
Try to avoid listing everything that makes your company awesome while it’s not reflecting the reality. Be logical in what you are writing and in parallel you need to ensure having marketing strategy that will play a strong role in identifying your business strength.
3- Communicating your USP
Finally, to help ensure that you’ve really established an unbeatable USP, you’ll need to make sure that you’ve got something that you can communicate in everything you do. Think about how your unique selling proposition and your brand name go hand-in-hand. Your brand language is going to help your journey to develop your USP over time to adapt with the rapid technological revolutions. it’s crucial to make sure that you get it right the first time around.
Planning out how you’re going to use your USP to sell your company to customers in the future will help you to not only ensure that your value proposition works, but it’ll also give you a direction to go in when you start thinking about things like brand awareness, and how you’re going to market your product or service to consumers.
Are you struggling with your USP? Speak to us and get the right help