Table of Contents
Creating a Compelling USP 12
Things to Avoid 19
Targeting Your Audience 22
Creating Your USP: Competitive Edge 28
Testing Your USP 32
Communicating Your USP 36
Sample Content Preview
Because no one else is like you. Your story, the reason behind creating your brand, your goals and why/how you plan to help your market are all part of the foundation behind a successful USP.
Weave your own unique story into your notes when coming up with ideas for your USP. But make sure others will relate to it.
Your USP will and always should focus on how your products or services benefit your customer – not how it benefits you – but your own story is often an easy starting point when evaluating your business and how it’s different.
So, start by jotting down notes about your business. Cover all angles, including why you decided to start your business and how you will help others.
You must believe in yourself and your business if you want to create a convincing USP. Without confidence and enthusiasm, you’re not going to be able to stand out.
You need to be as excited about your products and services as you want your customers to be.
Are you ready to create your own winning USP?
Creating a Compelling USP
A good USP answers the customer’s first question when they discover your product or service:
What makes your product or service different from the competitors? And why should I choose you?
You’ll need to do some serious brainstorming to come up with a winning USP. Forming a deliberate USP helps you to focus your marketing strategies. It influences your branding, messaging, copywriting, and other marketing decisions.
Your USP also plays to your own unique strengths and must differentiate between some aspect your target audience actually cares about, otherwise your message won’t be nearly as effective.
A compelling USP should offer:
More than just a slogan.
Of course, a slogan or jingle is one way your USP can be communicated and become memorable. However, your USP should go beyond that.
Tiffany & Company use their USP to sell jewelry – but is that all they’re selling?
Their USP is “The Right One is Worth Waiting For.”
Are they selling the diamond ring – or are they selling the idea of a happily ever after?
They’re clearly using emotional triggers within their USP to set themselves apart as being special, the go-to company for quality jewelry for that special someone.
Assertive statements that are defensible.
Your USP will be more memorable if it forces customers to make a case against competing products. Just saying “My products are high-quality” isn’t going to cut it. You’ll have to come up with something you can prove they can’t get anywhere else.
For example, if you create online courses, how does your course stand apart from others? Are you the only one offering a certain number of video-based content? Are you updating more frequently? Are you offering bonus auxiliary components not typically found in competitor’s courses?
Look for a way to be unique, even if it’s in a small way. What makes you stand out in the market could come down to the smallest detail so spend time closely analyzing your products and services to determine all of the many ways you could stand out.
What your customers need and want.
If your customers don’t care about your product, being “unique” won’t count for much, right? It’s your job to understand what your customers’ values and offer them a solution to a problem.
Fulfill their needs and wants and they’ll keep coming back for more.
This comes down to thoroughly knowing your market. You should spend time researching your niche or industry inside and out, long before you create your own product or service – and long before you decide on a USP.
The more you know your market, the easier it will be to create a USP that resonates with them, speaks to them and motivates them.
HubSpot, one of the leading companies of Inbound Marketing and Sales solutions, has a great USP when it comes to branding and communicating their marketing messages.
“There’s a better way to grow” is an excellent selling point because it outlines their unique proposition.
You start with their free tools and, as your business grows, HubSpot grows with you (at a price, of course!).
This is an assertive statement – our company offers you a better way – that they can defend and support this with their services, which start out free and increase in price as your company grows and needs more done.
It’s what their target audience wants. After all, when you’re just starting out, you don’t want to pay a lot of money for marketing services. Their USP demonstrates that anyone can get started, regardless of where they are in their career or business development and upgrade to gain access to additional resources as they grow and only when they need them.Other Details
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