How to Develop Your Unique Selling Proposition (USP)

One of the things many start-ups and small businesses struggle with is developing a USP – unique selling proposition, or unique selling point.

A USP is what differentiates you from your competitors, and is a critical element for your marketing strategy.  You must define your USP so you can communicate to prospects why they should buy from you – without it, you have no reason for them not to buy from your competitor.

Here is how to develop your USP in five simple steps:

1.  Create a list of what is unique about your product or service’s features and benefits.  Check your key competitors’ websites to make sure they have no already claimed your unique feature or benefit.

2.  Think like your customer and list which of their needs are fulfilled by your product or service.

3.  Identify what aspect of your product or service cannot be duplicated by competitors.

4.  Create short, impactful and concise statements about your unique product or service using what you have already learned from the first three steps.  Be sure prospective customers can easily understand them.

5.  Answer the “What’s in it for me?” question your prospective customer will be asking.  State your answer as a benefit.

Perform each of these steps and you should be able to develop a USP that makes your product or service stand out in the minds of your target market.