Unique Selling Proposition for your Business.
A USP clearly articulates why someone should want to buy from you and is the core of your competitive advantage as a small business. It is the first thing that determines whether people will bother reading more about your product or service or hit the back button. A unique selling proposition identifies what makes your business the better choice, and why your target clients should choose you over the competition. The most compelling value propositions are those that are concise, highlight quantifiable outcomes and clearly distinguishes the value the seller is offering over the competition. Many small business owners set themselves up for failure, by never truly articulating a compelling value proposition. But you must establish a substantive unique selling proposition if you want to go from idea to successful business.
Follow these points to write a unique selling proposition for your company, new product or service.
In order to close a sale, you need to develop a detailed customer profile. To do that you must know your customer’s needs and how you can solve their problems. Focus on learning what keeps them up at night. There are so many causes your small business can support and again this could be your USP as you will find this attracts customers who share your interests and values. What are the values and causes you truly believe in? It could be a specific charity you wish to support, or it may be a cause such as equality, sustainability or fair trade.
Don’t forget that the most important factor in your USP is YOU! Don’t chase the competition, lead the competition with your unique selling proposition. Stay true to your core principles, train your staff to keep your brand promise and your business will stand out. Do not lose site of the fact that you are the core of your business and its signature service or delivery. If your personality compliments your business, it will make you memorable.
For example, if you run a gym gear/essentials business and you are someone who spends a lot of time at the gym, your customers are more likely to believe in you and your product. A strong personality that is appealing to your target customer can be a great part of your USP. This is especially true for small businesses as a strong personality can really help your business be a success.
The next step is to clearly identify your target audience’s problem and explain how your product or service solves that problem. You may identify the potential customer’s problem and give a solution. You must be able to sell your product or service to a specific audience, otherwise it will simply cost too much to promote it. All marketing starts with identifying your best target customer.
By ensuring your small business has all of the relevant qualifications, training, memberships etc. in the given field, you will build trust with your customers and you can turn this into your USP. If your business has qualifications and achievements which your competitors do not this is the perfect way to differentiate yourself. This step combines the most important elements of the previous steps into a concise statement that embodies the value your company has to offer. Keep in mind that your USP essentially implies a promise, or a pledge, you are making to your customers.
In order you really have a strong USP, you must know your top competitors and what their USP is so that you can position your business against it. Be constantly aware of competitors. You should not constantly change your USP because it may confuse the audience/customer. No one is looking for a “me too” brand, so you better be talking about something different. However, it is advised to keep your USP fresh and make sure you are aware of trends and what competitors are up to.
I have discussed in my previous post how you can look at some of your competitors’ websites to get an idea about building your own website. It is important to have a website for your business. This is your home base and all of your internet endeavours will run to and from it. As a starting point, you can contact an online media consultant to help set-up the website per your requirement. Selecting a domain and figuring out a quality hosting plan to get off the ground, the design and layout of your site, all of these can be taken care of by HyperEffects. You may also use the insights you gleaned from your competitive research and select something that’s clean, engaging and simple.
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