What makes you different to your competitors?  Have you ever thought about that?

A Unique Selling Proposition or ‘USP’ allows your business to become the obvious choice in a sea of competition.

When I ask business owner’s “What’s unique about your business?”  Often I hear things like – “we offer a high level of service”, “we offer a good price”, “we do what we say we are going to do?” or “we are good quality”.  These aren’t USPs – whenever most people buy they expect good service, to get what they bought, good quality and at a good price as the norm.  A USP needs to be more specific.

This guide covers everything you need to know, from the questions WHAT, WHY and HOW.

So, are we ready to get started? Great!

Firstly, there are 3 things to understand, and these three things are always true, regardless of what industry you’re in:

  • All businesses do just one thing: They seek to attract the favour of customers!
  • All customers want just one thing: The Best Deal!
  • Your marketing should do just one thing: Articulate Why You’re The Best Deal.

Now, you’re probably thinking; “well that’s great but how do I get people to know I am the best deal with a USP??”

Well, I’m glad you asked.

What is a USP?

The concept of USP is credited to Rosser Reeves, chairman of the Ted Bates & Co. advertising agency in the 1950s.  He was one of the first to develop a technique for communicating in an overcrowded marketplace.  His definition of what makes a USP holds true today:

“All advertising must make a proposition to the customer: Buy this, and you will receive a specified benefit.

The proposition must be unique; something competitors cannot claim, or have not chosen to emphasize in their promotions.

The proposition must be so compelling that it motivates individuals to act.”

If your USP follows that of Rosser Reeves’ definition, you are definitely on the road to success.

Why do I need a USP?  

Competition is everywhere, even when and where you don’t expect it to be…that’s why having a unique aspect to your business is so valuable, more so now than ever before.  Even if you’re trading well now your products and services will eventually become a commodity – particularly if you don’t have a USP.

Differentiating yourself from your competition is not the only reason to have a USP, it is also the keystone to all of your marketing.

Let’s talk about your competitors for a second:

  • What makes them different than you?
  • What makes them better at what they do than you?
  • What do they do really well (and what don’t they do so well)?
  • What makes them really unique?
  • What’s something that they do that you’re unwilling or unable to do?

These are the things that their customers really value in their service or product offering.

So what benefit is there to be different?  Sometimes you can’t be bigger than your competitor – you certainly don’t want to be cheaper – but if you can be perceived as different, now your clients are going to be excited to come and buy from you.

And guess what?  They’ll be happy to pay a little bit more of a premium as well for your products or services because you’re speaking their language.  They really feel comfortable with you and that you’re the best fit for them.

It’s important that you can develop and clearly communicate it.  That way you can make sure that your customers “get it” about why you’re different.  Because if they can’t tell the difference, what’s it going to come down to?  Price.  And competing on price is a race to the bottom.  You want to be able to increase your profits, not have to fight for less profit share.

How do I identify my USP?

Here’s something interesting – if you feel like you’re commoditised there might be things that you’re doing in your business that you don’t even give credit to yourself for, things that you’re doing as part of your regular process that are unique that your competitors aren’t doing, that people really value, but you haven’t really put enough value on it yourself.

Look at some of your products and services:
Is it how you give after-hours support?  Could it be free delivery, pick-up, or drop-off, or whatever it might be…something that you do that your competitors aren’t doing or aren’t telling prospective customers that they do!

I want you to really think about:

  • What makes you better, unique, and different than your competitors?
  • Why do your customers love coming to you?

Here’s a good tip for you:

Talk to your customers, ask them why they’re buying from you.  Find out what it is about you that they just love and continue to come back for.  That might give you some really good insight and some feedback you haven’t thought about yet about why what you do is great for your customers.

Another great way to discover your USP is to sit down and brainstorm with your staff – don’t judge the ideas, just write them down.

If you have any questions about this, feel free to drop me a line, or send me an email.  I’ve got a great little exercise I can send you to help you get some clarity on what makes you unique in your business.

Thanks for taking the time to read our USP guide.  I hope you enjoyed reading it, as much as I did writing it.

If you have any questions, or would like a copy of our free tool to help you create your USP feel free CONTACT US.

I’m sure that if you take the time to create and implement these tools, you will see an exceptional change in your business.