Now that we’ve viewed three strong well-defined USPs you’re ready to script out yours. As the name suggests, every unique selling point needs to be, different, better yet, unique however the process of choosing is the same.
Listed are a few guidelines:
Make a list of everything that sets you apart from your competitors. Try to be as detail as possible. Remember if you can’t articulate your differentiator, then it will be more difficult to convince customers to try your product versus the one they’re presently purchasing.
Check out your competition. How are they selling their product? What promises are they making? What are they saying or not saying? Are there gaps in their marketing message? Find the need of your audience and fill it.
Cross-market, if you’re a small business you can spy on Fortune 500 companies. They spend a mint on marketing.
Therefore you can gain great insight based on their market research. Browse through as many unique value propositions as you need to and get a feel of the flow. We never suggest copying but you can use other businesses as examples or models. Big businesses do this all the time. Ie. Coke and Pepsi, Burger King, and McDonald’s.
Once you create your USP what to do with it.
List it on all your marketing material including your business cards.
Verbally articulate it when asked what do you do for a living.
Share it with your friends and family, especially with your children or grandkids.
Writing out and remembering your unique selling point will force you to live up to your message.
This will help keep you on track to avoid veering off into unintentional areas of business.
Now I'd like to hear from you!
If we missed key pointers, please leave a comment below.