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So, how do you let your customers and potential clients know that what you’re selling is different?
The simple answer is to create a unique selling proposition (USP).
A unique selling proposition (USP) is written to clearly answer this question for the customer, “Why should I choose to do business with you vs every other available option?” A USP is usually less than 15-20 words and specifically addresses the needs of your target audience.
A unique selling proposition is a company’s statement that separates your business from the competition. This USP conveys a quality or price that a business offers better than others in the industry. It could be speaking about your A1 customer service or sustainable practices.
A USP allows you to clearly state what people think when someone mentions your company name. It’s worth noting that a USP isn’t a slogan.
When crafting your unique selling proposition, your customers and the company’s value must be at the core.
Here’s how to prepare a compelling USP.
Identify all customer problems your business is capable of solving. For instance, if your company sells vape cartridges. These products tend to malfunction before users have used up all vape oil. Writing a USP focusing on this valuable solution would be sensible if your business has solved the problem.
Think about what your business promises its customers. Assurances concerning a product or service are compelling statements. They tend to tap into your audience’s humanity side because they appear personalized rather than transactional.
While your offerings influence your customer base, your USP should pay more attention to customer value. Think about how a client’s purchase changes their life. For instance, the buying process of a vehicle can be tiresome, considering all the factors that come to play, from price to purpose. A strong USP reassures the customer that the process was worth it when they stop at and stare at their new car on the driveway.
After completing your research and following the steps above, the final step is to craft a strong USP.
Here are several tips worth considering.
Examples of solid company USPs
Every company’s USP pegs on different company qualities. Even so, specific factors that determine what USP your business decides on exist.
There are several ways your business can benefit from having a compelling USP. These include:
A USP is a must-have for companies that plan to create a brand reputation and get better sales. While other factors like product price and quality determine your customer base, a well-crafted USP could be what’s missing to convert a prospect into a buyer. If you lack one, it’s not too late. Brainstorm, research and write with confidence while keeping your audience in mind. Don’t be silent about your company’s uniqueness. Let consumers know why they should choose you.