Finding your unique selling proposition is critical to the success of your business. Your Unique Selling Point (USP) is the term used to define what makes you different, unique and defines the reason people should come to you as opposed to someone else. Basically, a good USP (Unique Selling Proposition) takes a solid UVP (Unique Value Position – your uniqueness) and puts it into language that speaks to your ideal client. A UVP describes who you are and the USP tells your market why they should care. It expresses what’s in it for them. A great USP comes from knowing who your customer is, what they want, and what makes them tick. Your products and services are an experience someone is going to have with you and your company. Your ideal clients get excited about the desired outcome. So every part of your selling proposition has to be directly related to that outcome.
A good USP has your potential customers believing they need your product or service because it will change something in their lives (something they’re currently not happy about). When you describe the transformation that will occur, using outcome-oriented words, they will see why your product is valuable and they’ll WANT to buy it!
It’s important to keep in mind that if you don’t consistently let people know what you offer, you’ll have a hard time reaching your ideal clients. But they are out there and they need your product or service. However, every day we’re inundated with emails, blogs, new products and social media messaging. Occasionally, someone or something breaks through all the clutter and we make a purchase. This breakthrough usually comes from a well crafted USP.
Remember that people typically spend money to combat pain or to pursue pleasure. People are not as interested in the features of what you offer as much as they are in the benefits. The benefits speak to solving problems and getting rid of the pain.
Think about what problem your product or solution can fix. Figure out how it drives efficiency in some manner because this is what everybody’s looking for. How can you make their jobs or lives easier? Your potential customer wants to know how you’re going to help them. What does the solution look like, exactly? The more urgent the pain, the more likely it is you’ll be able to offer a compelling solution and the more quickly they will commit to becoming your customer. You want to be able to answer the questions: “Why do we need what you’re offering?” and “What’s the result or outcome if we make this investment with you?”
Lastly, when creating any marketing material, always ask yourself: Am I just providing lip service here or do I have proof of what I’m saying? This is what helps your potential client get off the fence and get on with saying “Yes, I need this and I need it today.” You’ll want to integrate your USP into all your marketing materials, including advertising and sales copy, business cards, brochures, flyers, signs, phone and sales scripts, letters and postcards, email marketing, websites, and all social media activities.
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by Wendy Fedoruk