Your USP (unique selling proposition or unique selling point) is what makes your business stand out from your competitors. It tells your customers how you’re different from the rest.
Before you do any marketing, though, you must find your USP since this is what helps you sell your product or service in the first place. But we understand it’s not an easy thing to do. So, to help you, we’ve put together this guide that shows you how to find and then market your USP. Read on!
Is a Unique Selling Point Something Every Business Needs?
A USP is a must-have for all businesses—both B2B and B2C—and even B2D. When it comes to your SaaS solution, it’s what helps you stand out from the competition. After all, there are so many SaaS solutions on the market these days.
Put simply: a USP is a marketing tactic that tells your customers what you offer that no one else does in your particular market. This could be the quality, the service, the price, the actual product, and much more!
In an overly saturated world with so much choice, USPs have become more critical than ever. You need to stand out from the crowd to get customers!
If you don’t have a USP, you’re at a severe disadvantage since you’re telling your potential customers there is nothing unique about you. This means you’ll struggle convincing prospective customers to buy from you instead of your competitors.
A USP should ideally be tied to your company’s mission and purpose. Think of your USP as your way of making a unique impact on the world. It’s the Holy Grail of your business!
Note: USP = Unique Impact on the World
Examples of Unique Selling Points
Check out some examples of USPs from some of the biggest and most influential brands on the planet:
- Revlon – Beyond Natural; Irresistibly Attractive
- Walmart – Offering Goods at Everyday Low Prices
- Nike – Quality Shoes for Athletes and Fitness in general
- Apple – A Lifestyle with our products
- McDonald’s – Quality, Service, Cleanliness and Value for money
Note: Our USP= Generating the most effective B2B content marketing in the world
How to Find Your Unique Selling Point (USP)
Now that you understand what a USP is, it’s time to find yours. To make it easy for you, just answer the following questions, and you’ll discover your USP in no time: (Write your answers down for optimal results.)
- What’s your mission? What’s the purpose of your business?
- Why do you exist? What impact do you want to make?
- What type of business do you have? How can you make your industry better?
- What are your top 5 values for your business? Can they be incorporated into your USP?
- What’s your competitive advantage? (Stick to 1–3 things. A laundry list makes it harder to remember.)
- What’s your competitive disadvantage? (What’s your competition doing better?)
- What USP do your competitors have? (Learn from them.)
- How do they position their USP on the market?
- Who is your ICP (Ideal Customer Profile)? Match your USP to them.
- Who is your target audience? (Demographics, psychographics). Tailor your USP to them.
- What are some current industry trends? Can they tie into your USP?
- What are some future trends? Can they tie into your USP?
Differentiating Yourself from the Competition
Both your potential and existing clients want to know what you can offer them that your competitors can’t. This has been a core business principle since industry was invented. Fast-forward to the digital era, and it’s still a vital principle.
So, after you’ve found your USP, you need to spend further time thinking and refining how you can differentiate yourself from the competition. This must always be top of mind, and ideally, it should be reviewed every 6–12 months.
Even if you have a product or service that no one else has, you still need to differentiate yourself. Remember, nothing remains unique for long. Another competitor will eventually show up. To give you a helping hand with standing out from the competition, consider the following:
- Incorporate features into your product or service that outperform the competition.
- Be known for having a great personality. Remember, ‘’people do business with people,” and the best marketing is your personality.
- Go out of your way to ensure that you offer the best customer service/support.
- Ensure your sales and onboarding process are easy compared to other companies.
- Offer FREE trials along with giveaways and great discounts.
- Offer unforgettable experiences through all your touchpoints.
- Innovate at least every quarter (every three months) to stay up to date and relevant. Do a new campaign, video, etc.
- Decide on a niche market that not many other competitors are targeting or beat them at their own game.
- Create world-class marketing and branding.
- Reward customer loyalty. Show you care!
- Have a great referral program in place.
Formulate Your USP
This is the fun part, but also the hardest—creating your USP. Then you must clearly communicate it. This way, not only does your target audience understand it, but everyone else that comes across your brand understands it, too.
You need to practice and test a few USPs before you get the right one. Test them out on several customers—and even family and friends—to get their feedback. Ensure your USP communicates:
- The right message (relevant to your business)
- Truthfulness (no lying or exaggerations—you deliver what you promise)
- The main benefits (why people would choose you)
- Something memorable (don’t make it complex or boring—inject your personality into it!)
- A unique proposition, or something that positions you as someone who people want to do business with
Insider Industry tip: Get a sheet of paper, and in one sentence or less, describe what makes your business unique. Keep refining it until you get it just right. Test several out with family, friends, and clients, and see which one resonates the most. Read it out loud, too, to see how it sounds.
Market Your USP
Once you’ve done all of the above, you are now finally ready to market your USP. Remember, you can’t market without it since you need it to sell your product or service. So, essentially your USP should drive the development of your business, as well as your overall marketing strategy.
Position your USP in the best possible way through world-class marketing. This enables you to own a piece of real estate in your consumers’ minds. This way, they will instantly think of you when thinking of your product or service.
Marketing involves much tact, strategy, and testing. Follow these best practices to market your USP:
- Segment your marketing into two groups—those that know about your product or service and those that don’t. Ensure your USP is clear to both audiences.
- Feature your USP in all your marketing (website, logo, advertising campaigns, etc.).
- Make it a key element of your content marketing strategy.
- Mention it in all your conversations with customers and leads.
- Ensure it’s clear in all your branding, including your brand tone of voice.
- Keep it fresh but don’t change it too often (or else you’ll appear inconsistent).
- Monitor trends and new competitors and see if they affect how customers see your USP.
- Conduct A/B testing on your USP. Using a landing page is a great way to test this. It allows you to see which version gets you conversion.
Insider Industry tip: Despite the emphasis on having a “unique” product or service, you should focus more on making your product or service stand out. This is all about marketing and branding yourself well. Remember, all the world’s most successful brands do this.
For further guidance, book time with the content marketing experts at Content Callout, who can help multiply your revenue with world-class marketing and branding.