It’s all about your USP

14th December 2017

The first of the ESPC Breakfast Seminars took place this morning and the topic was centred around “How to identify and craft your USP”.

Whatever your product is, you are offering something. Some benefit or solution but you’re not the only one offering such a benefit or solution. Your prospects are well aware of this, so the question “why should I choose you?” is on their minds, when they look at your offer.

What does USP actually mean? There are various definitions including:

  • Unique Selling Proposition
  • Unique Selling Point
  • Unique Market Proposition
  • Unique Emotional Proposition

Your USP is a statement about makes your business stand out.  It’s what makes you different and earns you a special place in the minds of your potential customers. A great USP may even replace your company vision and mission statement!

There are some very important things to think about when crafting and defining your USP, as highlighted below:

Target Audience

Understanding your customers is the secret to successful selling. Find out as much as you can about your existing customers. Talk to colleagues, friends and family and list all the reasons why someone might choose you. From this you will gradually build up customer profiles which will allow you to focus your marketing resources where they are likely to be more effective.

Carrying out a SWOT Analysis will help you assess your strengths and weaknesses as a business and spot the opportunities and threats that are looming in your market. It will help you evaluate if you’re in a position to carry out a strong marketing and sales campaign with your target groups of customers. Significantly, it will also enable you to see how you measure up against the competition.

Competitive Advantage

What are your strengths and opportunities? On the back of your SWOT Analysis look at these in more detail. What makes you better than your competitors?

Understanding what your competitors are up to is critical. How are they working with your target group/s? Where are the gaps – in their offer and in their marketing? Are groups of customers being missed by competitors?

You can respond to rival marketing campaigns with your own initiatives.

Communicating your USP

Your USP should drive the development of your company and your marketing strategy whether you are creating a new website, logo or perhaps an online advertising campaign.

The marketing strategy of your company should contain your company’s value proposition, key marketing messages, information on your target customer and other high-level elements.

Your staff are your brand ambassadors. They are the people who represent and talk about your company in a positive way, in front of lots of potential customers. A brand ambassador is someone who embodies the brand he or she is endorsing. In return they will increase brand awareness and sales.

Using social media to communicate and promote your USP is a quick and cost affective form of marketing. Your USP needs to be consistent across all platforms. Try using video marketing to create trust and remember to use strong visuals to showcase your brand and your key marketing messages.

A well-built USP plays a vital role in keeping visitors on your website and letting prospects know you can solve a problem. The first step is to write a compelling USP, then base all your marketing around this USP.

Finally, here are some top tips to take away and put into practice:

  • Understand your target audience
  • Be aware of what your competitors are doing
  • Know what your strengths and opportunities are
  • Turn your weaknesses and threats into opportunities
  • Make sure your USP is consistent
  • Be transparent with your staff
  • Embody and embrace your brand values
  • Be confident and believe in what you do

Remember that whatever you are selling, people buy from people they like and trust.

For further information on how we can help you, get in touch to discuss what makes you different.


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