When you know how to identify and communicate unique selling propositions (USPs), you’re on your way to growth
Your unique traits are what make your business stand out from competitors. These traits are also known as your unique selling propositions (USPs) for your products and services, and they need to be communicated to consumers convincingly and engagingly. USPs aren’t just words in your mission statement—they need to be characteristics that drive and differentiate your brand.
Without nailing down USPs, your marketing efforts may feel ineffective and trajectory stagnant. With all the competition that the digital age has brought, it’s more important than ever to keep the message fresh to stand out online.
Clearly defined and well-communicated USPs are at the heart of a successful business plan—keeping people interested in what your products and services provide.
Defining your USPs
Start by asking yourself what makes your business different. Of course, you’ll have a lot of similarities with competitors, but your USPs should be totally unique to you. Ask: What makes you special for your ideal audience? What motivates the behavior of your audience? What do they really care about? Why would they care about your product or service? Your offerings should solve a specific problem for your customer base, so start there.
Research what your closest competitors are listing as their USPs. What’s working for them? How focused are they on the customer experience? How do your products differ from theirs? What services do you provide that they don’t? One pro tip for creating USPs is to focus your ideas around one specific area of the market, instead of trying to compete with every brand that’s slightly related to your industry. In some industries where products are virtually the same, a USP may be the level of service your business provides in conjunction with that product. In others, the essential product or service offered is truly unique.
Also, start researching the USPs of brands that aren’t necessarily competitors, but are successful in communicating and delivering on their distinguishing characteristics.
Another way to get ideas is to talk to your customers directly. Ask for feedback about what they really liked about working with you and what they believe makes you stand out from other brands—or doesn’t. Schedule interviews and phone calls to better understand the customer experience. This also gives you an opportunity to add testimonials to your website that highlight your USPs.
Make sure that whatever USPs you come up with are true based on your track record, and that they are realistic about what you can and do deliver.
How to communicate your USPs
Once you have well-defined USPs, it’s time to start communicating them effectively. Think about how you can integrate them into your company’s mission and vision, and create an “About” page description that includes your USPs. You can even list them out as bullet points and further explain each one.
Make sure you can communicate your unique traits in a succinct, clear manner. Keep it simple and easily digestible. Create a sort of elevator pitch that you can easily send to customers. You can even clearly and directly state that these values and deliverables are your USPs. Headings on a website may read “How we’re different” or “What sets us apart,” for example.
It’s also useful to view your USPs as promises you’re making to your customers. On your social media accounts, website, email communications, videos, and advertisements, make sure that you’re making your promises clear about what clients can expect when working with you—and why they should.
Finally, your team should be aligned on your USPs so that the entire business has these priorities at the forefront of all that they do. Just like your mission and vision drive the team toward goals, USPs should influence the way your company interacts with customers and delivers.
The Entrepreneurial Operating System® (EOS) is a toolset to foster growth in your business and align your team around a specific set of goals that support your company’s vision. This system is made specifically for small business owners and provides a holistic approach to strengthen your enterprise.
At Provident CPA & Business Advisors, we use EOS to help our clients formulate a realistic plan to create a durable growth trajectory. With the right tools and principles, you’ll be able to better connect with and grow your client base. Get in touch with the Provident team today to get started.