Five unexpected places you might find your USP

Having trouble finding your business' unique selling proposition (USP)? We look at a few places you might find it.

Five unexpected places you might find your USP

If you’re running a business then it can be very hard to differentiate yourself online, particularly if you’re in a competitive sector. The key to doing so lies in promoting your unique selling point or points (USPs). But to do that you need to know what your USP actually is. Before we look at how to find your USP, let’s quickly recap what one is.

A USP is…

Your unique selling proposition is something that makes you special; something that makes your brand, your product and your services stand out. Rather than being something generic it is something very specific to you that your web copywriter or an external copywriting agency can latch on to and really sell.

So then, what is your USP? Here are five places that you might find it.

In your staff – Do your staff have a particularly large store of knowledge, skills and experience? Are they capable of going the extra mile for your customers? If you think that the service you provide is valuable to your customers and goes beyond those of others, make sure that your web copywriter is shouting about it.

In your products – What specifically is special about your products that separates them from products with a similar market and target demographic? This could be a single specific component that enhances performance, or it might be something more general such as the high level of craftsmanship that goes into each product.

In your delivery service/ response times – How fast a product or service is delivered can be a key factor when customers are choosing between relatively similar offerings. For some products, customers and scenarios, the speed with which delivery takes place may even be the clinching factor in whether you make a sale or not.

In your brand heritage – If you’ve been around the block a few times then you can leverage this to gain an advantage over your more recently established rivals. If you have a long history then you might want to bring this to the forefront of your brand story and really sell the heritage and pedigree that underlies all of your products/ services.

In your competitors – This might sound counter-intuitive, but your USP isn’t just about you. To discover what is unique about your offering, you need to be aware of and understand those of your rivals. Make sure that your product copywriters understand what the differences are between you and your closest competitors.

Have you already found your unique selling proposition? Tell us where you discovered it in the comments section.