Your unique selling proposition (USP) explains to you and your audience why your products and/or services are preferable over someone else’s products or services. Figuring out and writing down your USP is an important part of helping you develop a profitable business.
To be able to create a working USP you’ll need to:
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 USP 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:
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 does. What makes it work is that it’s something you and your entire organization can look to when creating new products, services, or marketing for the products and services.
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 on track.
The other way to make your USP work well is to have it be short and concise. After you collect all the information and answers, you’ll use it to write your USP. But you will 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.”
Of course, you can use your USP to create an entire story that you can put on your about page to answer questions your audience has and expand on your short USP.
Rich Thurman’s passion is helping small businesses realize their full potential. With twenty years of real world experience in both small and large business, Rich has worked for and with both global industry leaders and small-town family-run storefronts.
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