Did you know that when someone lands on your website you have on average only 3 seconds to grab their attention?
This means that you need to find a way to tell them what your business does and why it is right for them, IN ONLY 3 SECONDS!
So, are you up for a challenge that could drastically change how many website visitors you are converting into customers?
We are going to help you determine your Unique Selling Proposition (USP) so that you can broadcast it to the world.
Seriously, there is no such thing as over-communicating your USP. You should communicate it to potential customers across ALL touch points. This means that it should be on your website, Facebook and Instagram pages and in all of your emails.
So, first things first...
What is a Unique Selling Proposition (USP)?
A USP is what sets your business apart from your competitors. It's why a potential customer will choose you over the competition.
It's not necessarily about having the best product or service. There are usually many other businesses out there trying to be the best, so competing this way will be a never-ending battle. Instead of trying to compete at being the best, try offering something that no one else offers or a combination of benefits that is unique to your business.
Your USP doesn't have to appeal to everyone, it simply has to appeal to your target audience.
If you are selling a product, one important note is that a USP is not simply the features of a product, it is the benefits that those features bring to the user. People don't buy features, they buy into the idea that a product or service will make their life better.
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6 Steps to Determine Your Unique Selling Proposition (USP)
Step 1: LIST OF OFFERINGS
Take a look at your existing and/or potential customers. What challenges are they facing? Grab a piece of paper and make a list of how your product or service can help them overcome these challenges.
For example, if you run a yoga studio you could be helping your customers de-stress, unwind and keep fit, active & flexible. You could also be helping your customers socialize as they meet with friends for coffee after yoga.
Step 2: Unique benefits
Add to your list any unique benefits that your business offers or anything your business does better than your competitors.
Going back to the yoga example, perhaps you have a coffee shop attached to your studio where students can socialize after class. You may also offer meditation classes to help with stress and anxiety.
Step 3: Emotional needs
List any other emotional needs that your product or service satisfies. Think of this from the customers perspective and how they feel when they use your product or service. Does your product or service help them feel confident, calm or motivated?
Step 4: Shortlist
Do a simple online search and compare your list of offerings with your competitors. Cross out anything that is not unique to your business.
Step 5: Express it
For each unique offering you have identified, write down words or phrases that express it.
Examples could be 'longer hours', 'many choices', 'sociable', 'relaxation'.
Step 6: Craft your USP
Now it's time to craft your USP. Communicate the words or phrases you wrote in Step 5 in a way that lets your customers know how they benefit. This is your USP!
For example, if you have a yoga studio and wrote longer hours for Step 4, your USP may be "Yoga that fits your schedule. 7 types of yoga, 7 days a week."
Remember to focus on the benefits, not the features.
You should also try and keep it as short as possible. We wouldn't recommend anything longer than 2 sentences.
Need some inspiration?
Here are a few examples of some of our favorite USP's:
FedEx: "When it absolutely, positively has to be there overnight."
M&Ms: "The milk chocolate melts in your mouth, not in your hand."
Dominos Pizza: "You get fresh, hot pizza delivered to your door in 30 minutes or less, or it's free."
Target: "Expect More. Pay Less."
Gillette: "The best a man can get"
Dropbox: "Dropbox keeps your files safe, synced, and easy to share. Bring your photos, docs, and videos anywhere and never lose a file again."