Because you’re worth it.

A Unique Selling Point (USP) is what will make you stand out and sets you apart from the competition. It’s the reason customers come to you and not someone else, yet so many businesses do not take the time to identify what their USP is.

A sales pitch is not a USP. Offering the ‘lowest prices’ is not a USP. Providing the ‘best service’ is not a USP. Telling your potential customers what makes you special and the best for them is a USP.

Here are some great USP examples:

·         We’re number two. We try harder. (Avis)

·         When it absolutely, positively has to be there overnight. (FedEx Corporation)

·         The milk chocolate melts in your mouth, not in your hand. (M&Ms)

·         You get fresh, hot pizzas delivered to your door in 30-minutes or less... or it’s free. (Domino’s Pizza)

·         The toughest job you’ll ever love. (US Peace Corp)

·         Expect more. Pay less. (Target)

·         Because you’re worth it. (L’Oreal)

USPs should be short, to the point, summarise your offering, attention-grabbing and make people want to find out more...

So let’s work on your USP together:

1. Answer the following questions using words rather than sentences:

·         Who is your target audience?

Find out more about how to identify your target market  >

·         What are the characteristics of your target audience?

·         What customer need does your product/service address?

·         What are you really good at?

·         What benefits do your products/services provide?

·         What do you do that your competitors don’t? Google it!

·         What needs aren’t being met well in your target market – can you address those needs?

2. Identify the words that stand out the most

·         Which word(s) represents your product/service

·         Which word(s) represents your best features (what you do well)

·         Which word(s) represents your unique traits (what you do differently to competitors)

·         Which word(s) represents your customers’ needs (problems you address, opportunities you create)

·         Which word(s) represents your customers (their personality/characteristics)

3. Write some short, clear phrases using the words from your answers. State a benefit.

4. Test your phrases- do they answer these two customer questions: Why you? What’s in it for me?

So let’s pull-apart my USP: Helping small, local businesses get new customers.

·         Who is your target audience? Small, local businesses

·         What are the characteristics of your target audience? Unsure about marketing, low marketing budgets, want new customers

·         What customer need does your product/service address? Want to grow, don’t know how to get new customers

·         What are you really good at? Marketing, logos, leaflets, copy, advertising, strategy, smiling, helping new and small businesses,  listening, building relationships, targeting new customers

·         What benefits do your products/services provide? A strong brand, strong clear messages, understandable service/product descriptions, reassurance to client, helping client, focusing client, supporting client

·         What do you do that your competitors don’t? Google it! Focus purely on helping small, local businesses (not jack of all trades to every man and his dog), low entry price points

·         What needs aren’t being met well in your target market – can you address those needs? Set-up marketing needs

Identify the words that stand out the most:

Small, local businesses; new customers; helping

Write some short, clear phrases using the words from your answers. State a benefit.

Helping small, local businesses get new customers

Test your phrases- do they answer these two customer questions:

Why you? Because you are a small, local business. Because I specialise in helping businesses like you.

What’s in it for me? New customers

Don't Hide. Be Seen.

Helping small, local businesses get new customers.