Firstly, what is a Unique selling proposition (USP)?

In short, it’s whatever makes you, your services or products, better than your competition. It’s one thing to look the part, but to play the part – to be the complete solution to your customers’ needs – that’s how you get noticed and recommended!

First, Analyse your competition

Think of this as an honest look at your industry. What are some really killer points that make your industry valuable to customers, but more importantly, where are the gaps?! If there are areas not being covered well enough, become the expert; offer the solution. Make that your USP and people will come to you to get the whole package

Second, Understand your audience

There are certain people who want to buy your product (whether for its intended purpose or not). Make sure you know them – their needs, their preferences and the problems they face. Understanding them (through surveys, on social media or interviews/conversations) will help with the first point – filling the gaps in the industry

Third, Define these key differentiators

So, imagine you’ve found these gaps through research of the industry and audience – now refine and define them into something you can promote. Is it gold-standard customer service? Perhaps unique solutions to problems? Specialist expertise? Make it clear and make it your own!

Finally, craft it into a narrative

‘Customer service’ might be what you landed on, but putting “#1 in customer service” isn’t convincing. “Guaranteed results; 456 recommendations from customers on Google can’t be wrong” might be better. Especially when you combine that with testimonials!

Find your USP, then sell the story

Bring it together in your messaging

Now, whenever you’re sending out your message, make it pop by highlighting your USP in a clear, direct way. Double down by adding social proof like testimonials, case-studies or behind-the-scenes content and complete the loop by refining your offering by asking the questions – what are the pain points and how can I be the one who solves them within my industry?

Find your USP to really stand out. It’ll take a little initial time but you’ll soon see the benefits; we guarantee it.