How To Write A Convincing Unique Selling Proposition?

What is a Unique Selling Proposition?

A unique selling proposition, more commonly referred to as a USP, is the one thing that makes your business better than the competition. It’s a specific benefit that makes your digital business stand out when compared to other businesses in your market.

Forming an opinionated and deliberate USP helps focus your marketing strategy and influences messaging, branding, copywriting, and other marketing decisions.

A compelling USP should be:

• Assertive, but defensible: A specific position that forces you to make a case against competing products is more memorable than a generic stance, like “we sell high-quality products.”
• Focused on what your customers value: “Unique” won’t count for much if it’s not something your target customers truly care about.
• More than a slogan: While a slogan is one way your USP can be communicated, it’s also something that you can embody in other areas of your business, from your return policy to your supply chain. You should be able to talk the talk and walk the walk.

Why do you need USPS?

Your business competes with countless other companies in your industry and niche. Unique selling propositions give your business a competitive advantage and demonstrate the value you add when people choose your business.

Without USPs, customers won’t know why they should choose your business — and a lack of clear USPs can hurt your conversion rates and sales.

How to Create a Unique Selling Proposition in 6 Steps

1. Define your target market: Find out what benefits your target customers are looking for.
2. Identify what makes your product or service unique: Identify your competition, what they’re offering, how your offering differs, and which marketing messages are working for other brands.
3. Position your USP to highlight benefits: Highlight the benefits of doing business with you. in a way that’s appealing to your target customers.
4. Make your USP clear and concise: Keep it short, sweet, and to the point.
5. Test and revise your USP: Make sure it’s working, and iterate as needed or test new ideas.
6. Promote your Unique Selling Proposition: Get the word out there about what makes you different.

Tips for creating USPS that sell

Go back to the basics

When writing unique selling points, it’s often helpful to go back to square one. Review your company mission statement, identify your target audience, and think about what makes your products and services unique. Clearly defining what you sell, to who, and why will help you create USPs that drive the best results.

Research competitors

In order to truly understand what makes your marketing business stand out, you need to research competitors. How are your products and services different? Do your product features provide more benefits? Use USPs to highlight why people should choose you over competitors.

Showcase your brand’s personality

Unique selling points set your brand apart and showcasing your brand’s personality will make you even more distinct in consumers’ minds. Your upbeat, clever personality and style will give you a leg up against competitors with brand personalities that fall flat.

Incorporate social proof

More than 70% of people look at reviews before purchasing. Creating USPs that feature social proof — like testimonials, ratings, and reviews — will make people more comfortable doing business with you. And it’s a simple way to boost conversions, sales, and revenue.