Effortlessly Create your Unique Selling Point with the 4 Easy Steps

Read Time: 6 Minutes

Introduction

Are you struggling to come up with a Unique Selling Point (USP)? Don’t stress; I’m here to help! A USP is essentially a one-sentence summary of how you’re different – and better! – than your competitors. It may sound easy, but sometimes the simplest ideas are the best.

This blog will help you create your small business’s Unique selling point(USP)

Learn how to easily develop your unique selling point in just four simple steps with this informative blog. Discover how to effectively create a USP that can be utilized in all your marketing endeavors, helping to convert potential clients into loyal customers for your small business.

Is it Unique Selling Point or Unique Selling Proposition?

Before we go any further, I decided to clear up some terminology. Is it a Unique Selling Point or Unique Selling Proposition? Either way is acceptable; however, I like to use Unique Selling Point (USP). Because a point means being direct. Therefore a point refers that you’re drawing someone’s attention towards something specific, and in our case, towards the unique selling aspect of your business. This indicates that you’re being clear and to the point about what makes your business unique. Simple,eh?

Communicating a USP within all your marketing efforts is a clear and straightforward way to get potential customers to convert to your business.

What is a Unique Selling Point?

Defined in a sentence or two, a USP is specific and highlights a clear benefit of what makes your business stand out against other businesses within your market. Stripped to its core, a USP should answer your customer’s most immediate questions when they encounter your brand; how can you help me or benefit me as your potential customer?

 

Your business could benefit your customers in these ways: Lowest price, Highest quality, Fastest delivery, or any other factor influencing customers’ buying behavior.

 

A Compelling USP should:

  • Focus on the customer: At the end of the day, they’re the ones that decide if you succeed or not. So, make sure you cater to their needs.
  • What you do well: Highlight the areas that you do extremely well. Focus on your uniqueness.
  • Your business Why: Your company was created for a reason, so tell your customers what you stand for.
  • More than a slogan: A slogan is a short and striking phrase that is catchy and can change through its uses; however, a USP is an everlasting statement that upholds all the marketing and sales efforts.
 

A unique selling point is a statement you embody that  differentiates your products and brand from your competitors. (B.Kumar. 2022).

Braveen Kumar states that a USP is a statement that highlights your business’s competitive advantage over other companies. It focuses on the customer needs front and center.

 

Image sourced from lexisclick.com

Why Should you Create a Unique Selling Point for your Small Business?

 

When you’re a small business owner, it’s natural to want to shout from the rooftops about how amazing your company is at everything, so you might forget the importance of having a unique selling point. However, Neil Patel states that when you attempt to be known for everything, you don’t become known for anything (N.Patel/). Therefore having a clear USP articulates a specific benefit – one that other competitors don’t offer – that makes you stand out.

 

Top 5 Benefits of Having a Unique Selling Point (USP)

Having a clear USP can bring a whole bunch of benefits your way, and I’m gonna run down the top five that I reckon should be on your radar.


  1. It helps you stand out in a crowded marketplace
  2. To be remembered
  3. To be identifiable 
  4. It helps create a unified message for everyone to get behind
  5. It is a simple and effective way to communicate your business to others

     

    How do you create a Unique Selling Point?

    It’s simple; What do you do differently compared to your competitors that you can shout about?

     

    Below are the four steps in creating your Unique Selling Point; have fun.

    • Step One: What do your customers want?
    • Step Two: What are your competitors doing?
    • Step Three: What does your business do well in (Specific things)?
    • Step Four: Compile the data to find your USP!

     

     
    Billyajames-2.1.6- USP-business foudnations-05

    Create your Unique Selling Point with these Four Easy Steps

    Get your notepad out and pen and start following the below steps.
    2.1.6- USP_Steps-01

    Step 1: What do your customers want?

      • Focus on the Customer!
        • At the end of the day, they’re the ones that decide if you succeed or not.
        • Make a list of all the potential pain points that your customers are facing.

    Step 2: What are your competitors doing?

    • Make a list of your competitors Unique Selling Points.
    2.1.6- USP_Steps-02
    2.1.6- USP_Steps-03

    Step 3: What does your business do well IN?

      • Make a list of your brand’s potential differentiators and what you do well in.
        • Is it customer satisfaction or price?

    Step 4 Compile the data to find your USP!

      • Take the information that you’ve learned, and sift through it to single out your strongest USP.
        • Do you see any customer pain points that you can resolve that your competitors cannot?
          • Remember, a USP is more than just a slick slogan or catchphrase to throw out to customers. It must be grounded in something deep, meaningful and most importantly, unique to your business.
        • It’s wise to steer clear of areas where your competition has a leg up on your business when trying to offer solutions to your customer’s pain points.
    2.1.6- USP_Steps-02

    Avoid these Two Pitfalls when Defining your Unique Selling Point (USP)

    Billyajames-2.1.6- USP-business foudnations-04

    Take a look at the image above and make sure you avoid two common mistakes: promoting your competitor’s unique selling point and advertising what both you and your competitor are good at. Remember, the focus point is to highlight what makes your business stand out from the competition.

    When you’re coming up with your Unique Selling Point, keep these tips in mind:

    • Your USP should be in the “Winning Zone.” In other words, it should set you apart from your competitors in a way that speaks to your customers needs.
    • Steer clear of the “Risky Zone.” This is when you try to target a consumer by directly highlighting a competitor’s weaknesses. Remember those old Pepsi vs. Coca-Cola ads? Yeah, they didn’t work out so well.
    • Don’t advertise your competitor’s USP (Their USP). If another company is better at meeting your customers’ needs with a certain selling point, don’t try to copy them. It’ll just be an uphill battle.

    Key Takeaways

    • A Unique Selling Point (USP) indicates a clear differentiator from your competitors within a sentence.
    • Tips on creating a Unique Selling Point (USP);
      • Focus on the customer
      • Highlight what you do well
      • Indicate your business “Why”
      • It’s more than a slogan
    • Avoid highlighting your competitor’s strengths within your Unique Selling Point (USP).
    • Ensure that your Unique Selling Point (USP) focuses on a benefit you can give to your consumers.

    Summary

    To give your small business a competitive edge over the competition, it’s crucial to establish a strong Unique Selling Point (USP). This means finding where you fit in the market and highlighting why your business is distinct, making it simpler to attract potential customers and effectively cater to their needs. By doing this, you’ll keep your business at the forefront of people’s minds and ensure its success.

    Make things simpler for both you and your clients by demonstrating why your brand is the top pick for whatever it is that you specialize in.

    Works Cited/ Resources

    • Artikel (2022). What is a Unique Selling Point and its Benefits for Business? bfi.co.id/en
    • Braveen Kumar (2022). What Is a Unique Selling Proposition? (Plus 10 Examples). shopify.com
    • Business Development Canada (/). How to find your unique selling proposition. bdc.ca
    • Jenny Keohane (2020). Unique Selling Proposition Examples: 10 Companies That Nailed Their USP in 2020. yesware.com
    • Joel Falconer (2022). What Is a Unique Selling Proposition & How Do I Create One?. Sitepoint.com
    • Neil Patel (/).What a Unique Selling Proposition Really Means & Why Your Business MUST Have One. Neilpatel.com
    • Optimizely (/). Unique selling point. Optimizely.com
    • Trinitiy Accountants (2014). Standing Out from the Crowd – The importance of a USP. trinity-accountants.co.uk