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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