Defining Your Unique Selling Proposition

Copywriting
Written By Grace Dyer

Do you know your unique selling proposition?

Before I begin work on any project, I need to have a feel for a clients USP, and most importantly, I need to know that the client has a clear picture for what their USP is, so we can be on the same page.Without a USP, it’s impossible to create an effective and cohesive marketing plan.

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What is a unique selling proposition? I have also heard it referred to as a unique selling point. To put it simply, a USP is the one thing that makes you better than your competition.  Think of your USP as the promise you are making your customers. 

It might seem obvious, but creating an effective USP can actually pretty challenging!

Here are three ground rules for an effective USP:

1. Make it specific.

You need to take a specific position that sets you apart from your competition. You can't simply say you sell "high quality" products. What makes them a higher quality? How does that add value for your customer? Is there a particular ingredient or material you use? Do you have a particular life/professional experience that makes you uniquely qualified to help your target audience?

2. Focus on value.

A USP won't make a difference if your target customer doesn't care about it. For example, if your employees sing when they get a tip, while unique, that probably won't attract customers. Instead, focus on something that provides value to each and every one of your customers. Are you open 24hrs? Do your employees have a certification? Do a portion of your sales go to a charity?

3. Make sure it is more than a slogan

Your USP can't just be something you say. It needs to be evident throughout the customer experience. Your USP is what you want a customer to remember about you. If your USP is that you’re products are 100% vegan, you probably want to lean into being environmentally friendly and responsible, this extends to the art on the website, the names of your products, everything.

Now that you understand what makes a USP effective, here are the steps to help you narrow in on yours.

  • Define your target audience

  • Define what problem you actually solve

  • List your unique benefits

  • Define your promise

  • Put together steps 1-4 in one statement

  • Edit and trim that statement to make it clear and cohesive 

Grace Dyer
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