Creating a Unique Selling Proposition
Whether you’re just starting out, are already successful, or if you’re somewhere in between, having a unique selling proposition (USP) will help your business stand out from the crowd. Your unique selling proposition is what makes people choose you over other businesses.
It’s important that you help people understand what you offer that someone else doesn’t. The way you know you have a USP is if you actually have something different about your business that makes people want to do business with you as opposed to someone else. I’ve heard many people who have said their business has a USP, but the truth is that when you ask them what their your USP is, for example, they’ll say that they give great client service. Having client service is fantastic, but that isn’t a USP because it’s not unique.
What makes you different in your marketplace and why does someone care about it? You might have more than one unique selling proposition, and it’s important that you build them into your business so you can differentiate yourself.
The first thing to ask yourself about your USP is whether your client cares about it. When you tell a potential client about this thing of great value that they aren’t able to get anyone else, are they excited about it? Is it something that your client wants? Your USP should add a strong value to your business. For example, your USP could be something that you do above and beyond what your competitors do. It could be a value you add that other competitors don’t have. It could be a part of your service that is unique to you. Or it could be something that your clients monitor in the marketplace, and they really want, but you haven’t been able to offer it to them so far.
The way to come up with your USP is to look at the problems in your industry or field and ask yourself how you can solve them. What can you do differently than your competitors? What value can you add that will really make you stand out? Your mindset is important because rather than thinking about how you can get more clients or make more money, you’re looking at what the marketplace needs. How can you analyse the marketplace’s needs and bring that into what you offer? What are the problems in your industry? What are the issues? What do you see time and time again that people need help with? Where do you see customers get stuck around your product or service time and again? What could you build around your product or service that would solve these problems? How can you solve these problems better than a competitor?
Next, ask yourself if your client cares about what you’re thinking of offering, and are they going to be wowed? Are they going to be interested right off the bat that you’ve come up with this new value add? Will this make them purchase from you rather than from someone else? If it came down to two businesses that are exactly the same, with similar offers and similar price points, and you have this USP and your competitor doesn’t, would that make the client go with you? If the answer is no, then it’s not strong enough. Go back to the drawing board. If the answer is yes, then you’re getting somewhere. Your clients have to care about it because you need them to prefer to use you because of it. Once you’ve got that in place, add it into your business, and see if you get results.