How to Develop a Unique Selling Proposition (and Why You Need One)

​It’s a tough old world out there. Whatever business sector you work in, you’ll have competitors. 

Some sectors will have more competition than others. I know myself, that whenever I go to a networking event in Edinburgh, there is bound to be at least one other marketing business at it. Just as there are numerous photographers, life coaches, lawyers, accountants and recruitment companies in Edinburgh.

Some sectors may not have so much competition, but just wait a couple of years for others to fill that niche.

And if you have lots of competition it means that your customers and prospective customers, let’s call them your prospects, have a wide selection of companies to choose from.
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So why are they going to choose you over the competition?

Stand Out From the Crowd

There’s no point trying to set yourself apart from your competition by offering something that they already offer.
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You need to make sure that people notice your company, product or service because it offers them something valuable that your competitors don’t.

You need to stand out from the crowd and get noticed. 

Develop a Unique Selling Proposition

A Unique Selling Proposition, also referred to as Unique Selling Point and by the acronym USP, helps you set your business, product or service apart from the competition.

It tells your prospects and customers why they should use you instead of your competitors.
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It will help persuade them that your business, product or service is the right business, product or service for the job.

How to Define Your Unique Selling Proposition

Let's define a Unique Selling Proposition for a product or service.

Start by understanding your audience.

What’s important to them? What makes them tick? What problems do they face?

Put yourself in their shoes.

Next, write down all the features you can think of for your product or service.

It’s often a good idea to think along the lines of quality, price, service, delivery and technical characteristics.

Now features are one thing, but people actually buy benefits.

Let’s use a washing machine as an example. We all know it washes clothes. That’s a given feature (hopefully!) of every new washing machine.

One of the main benefits however of having a washing machine is that it saves you time which means that you have more time to do other things.

Imagine how long it would take you to wash a week’s worth of clothes for everyone in your family by hand!

Look at your product’s or service’s features and turn them in to benefits.
Rank them in order of importance and value to the customer.

What problems do they solve for your audience?

Are there any that you are able to offer that your competition does not?
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These are the benefits that you could use to define your Unique Selling Proposition as they give you a clear competitive advantage over your competitors.

Don’t Be a Shrinking Violet

This is not a time to be shy.

A Unique Selling Proposition will only help your business if people know about it.

Don’t wait in the vain hope that they will somehow stumble across it and suddenly start using you. You need to get out there and tell everyone why they should use your product or service.

And keep doing it.

Don’t expect people to soak up your Unique Selling Proposition the first time they come into contact with it.

Create a plan which sets out how and when you are going to let the world know about your Unique Selling Proposition.

These are just some examples of what you might do:
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• Create a short video which clearly tells people what sets your business, product or service apart from the competition

 

• Place the video on the homepage of your website (Why the homepage? It’s normally the most frequently visited of all your website pages)

 

• Send your mailing list an email which explains what your Unique Selling Proposition is and encourage them to share the email

 

• Use your social media platforms to spread the word about your Unique Selling Proposition                 
  • Share your video from your social media accounts
  • Send out updates about it

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• Take out an advert on the radio

 

• Advertise it on the side of your car

 

• Blog about it

 

• Mention it on your business card and stationery

 

• Let people know about it when networking

Don’t Rest on Your Laurels Either

However unique your Unique Selling Proposition is, it probably won’t be long before your competition see that you’re offering something that they’re not and copy you. They may even offer your Unique Selling Proposition in a new way that appeals even more to your target market.

Be ready for this to happen.

Keep an eye on what your competition are up to. How do they promote themselves? Does their Unique Selling Proposition change over time? Track it.

When the time comes and your Unique Selling Proposition no longer sets you apart from your competition, it’s time to go through the process again and define what your new and even better Unique Selling Proposition is going to be. You need to offer something that gives you a real competitive advantage over your competitors.

Then let everyone know about your new and improved Unique Selling Proposition!

Struggling to Come Up With Your Unique Selling Proposition?

The right unique selling proposition will set your business apart from the competition and help you win new customers and repeat business.

Would you like a hand to define a killer Unique Selling Proposition for your business? Schedule a free, 1-2-1 consultation today and I can talk you through the next step.

You can schedule a free consultation now using this link to my calendar:

https://calendly.com/ticketyboomarketing

Or send an email to tara@ticketyboomarketing.co.uk or call me on 0131 629 5117.

I’m looking forward to getting started.