Unique Selling Points (USPs)
Your Unique Sales Proposition (USP) is the thing that makes your
business different from anything else out there - the reason
customers will come to you not them. Identify and plan at
least five clear USPs that define exactly what you offer that the
broader market doesn't. Here's how to start:
- Determining your USPs
- Product USPs
- Service USPs
Determining your USPs
USPs must be true to your business vision - and, in turn,
everything your business does sticks to your USPs. They can
relate to your product, the way you deliver your service or the way
you run your business. You might get some ideas from the sections
below. Do loads of market research to make sure your USPs are
unique. Then talk to potential customers about whether they
would be persuaded to buy from you rather than a competitor because
of them.
- USPs must be true to your business vision
- Do loads of market research on them
- Check they're sufficient to persuade customers
Product USPs
Your product can compete on price, quality, having a product
that makes a process quicker or easier, being smaller, safer,
greener, more ethical, better looking, easier to store or set-up
and disassemble, be tastier, more retro, approved by certain
organisations, more reliable, more durable, longer-lasting, made of
a unique material - the possibilities are endless! Your USP
might also relate to the way you package your product, or be
product related - such as no frills deals, range of products,
product finance offers.
- There are a wide variety of product USPs to choose from or
create
Service USPs
If you want to differentiate yourself from the competition on
service or the way your business is run, you might like to consider
customer service, opening hours, green credentials, speed of
delivery, extra services, being online, proximity to customers,
international delivery, the gender or age of employees, employees'
expertise or demeanour, being a social enterprise, offering your
service in a completely new location, offering community-building
dimensions to your business.
- There are a wide variety of service USPs to choose from or
create
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