Your unique selling proposition (USP) is a laser sharp vision of who you are, what you offer, and how it differentiates from other peers in your field.
A strong unique selling proposition lets you to stand apart from competitors and actively focus your energy on creating things that cater to your ideal group of customers.
As Seth Godin put it:
Instead of working so hard to prove the Skeptics wrong, it makes a lot more sense to delight the true believers. They deserve it, after all, and they’re the ones that are going to spread the word for you.”
In other words, you need to answer for yourself what every customer will be thinking before they decide to support you: why you?
Why Do You Need a Unique Selling Proposition?
It’s likely that many of your prospective clients would have difficulty deciding which option in your industry is the one that deserves their time, money and trust.
This selection can be a daunting process for clients that don’t have the experience to know what separates one competitor from another.
That’s why it is your job to assist them by making your unique selling proposition obvious, different and memorable enough that they can see exactly what your business has to offer that the others do not.
“Differentiation is one of the most important strategic and tactical activities in which companies must constantly engage.” Theodore Levitt
To begin, it’s so important to have a clear understanding of your perfect customer — you simply can’t be everything to everyone. The USP forces you to take a stance and will result in succinct messaging that deeply resonates with your target.
DESCRIBE YOUR PERFECT CUSTOMER
At this point I believe you have already identified who your perfect customer is and created a persona to act as representation that you can refer to. To craft a USP simply summarizing a description of your perfect customer in 1-2 short sentences.
EXPLAIN THE NEED YOU WILL MEET
Since you know your perfect customer, you also know his or her most pressing goals, challenges, desires, and needs. Summarize these and explain what about your business uniquely qualifies you to serve them.
LIST YOUR MOST COMPELLING BENEFITS
So now you know your perfect customer, their core needs and desires, and why you can help. Now let’s get into the how. Summarize the key products and/or services you will develop to serve your perfect customer.
DEFINE YOUR PROMISE
Finally, you want to make a promise to your customers. This is the essence of the value and experience your customers can expect every single time they engage with you without fail. While this is implied in the summaries you created above, you still want to write it out explicitly.
COMBINE AND REWORK
Once you’ve completed steps 1-4, take all the information you listed and combine it into one paragraph. There should be some recurring ideas and thoughts, so you’ll want to start merging statements and rewriting in a way that flows and makes sense.
CUT IT DOWN AGAIN
Take your statement draft from step 5 and condense it even more into just a sentence. You want your final USP to be as specific and simple as possible. Below is a template you can use so your statement flows clearly:
I promise [insert description of your perfect customer]
to deliver [insert your promise]
through my [insert your products or services]
that will help them [insert your customers’ needs or desires].
Take your time while doing this exercise and do several drafts until you arrive at your final USP. A fresh mind and perspective is essential, so I recommend doing this at the beginning of your day versus at the end when you are tired. You also may want to come back and do this exercise again, once you try out your USP for a while, or if anything changes with your business.
In summary, the USP gets at the essence of the value you will deliver to your perfect customer allowing you to differentiate your business in a saturated market and drive growth via clarity and focus.
READY TO TAKE ACTION? I will love to hear from you how this goes. if you need help do drop me a mail at email@example.com