Do you know why your Ideal Client would choose you over the others out there offering solutions to the same problems you solve? Do you know the unique benefits they get when buying your offering?
If your answer is “No” or “I’m not sure,” then it’s time to get on it and become clear on your Unique Selling Proposition (USP).
What’s Unique Selling Proposition & why you need it?
USP is the thing that makes your business different from competitors. That allows you to stand out from the crowd so that the Ideal Client can notice you and say ‘YES’ this brand is perfect for my needs. Because it isn’t just enough to be visible, you must stand out to be noticed.
And if you don’t know how you stand out, how would you expect your client to understand why they should buy from you?
Unique Selling Proposition is not synonymous with your brand.
It’s part of it but a very distinct part. Your brand is your story, your promise of what you deliver, and what you stand for. USP are concrete benefits that your Ideal Client gets when buying from you that are different from your competition.
For example, Walmart’s USP and competitive advantage is being one of the cheapest retailers on the market. If you go there, you know you’re getting a bargain. This USP has been baked not only into their marketing but the whole operation to ensure they deliver it.
On the other hand, Tiffany & Co. chose a style that brings experience and love as their USP. See how it’s not luxury itself, even though you definitely feel the luxury when you buy a piece of high-quality jewelry from them.
Just read this: “Since 1837, the masterpieces of Tiffany & Co. have defined style and celebrated the world’s great love stories.”
If you close your eyes now, can you imagine what type of clients such USP attracts?
So now your turn.
And to help you figure out how to come up with your Unique Selling Proposition, here are 5 necessary steps:
Write down the features that your offering has and then the benefits those features provide to your clients. Because really, no one buys anything for its features. People buy for what the products or services will do for them.
Here is an example: you don’t buy a laptop because it has a keyboard, screen and is light. You buy it because of the convenience it provides. You can work with it from anywhere, move it around it and store it easily.
2. Do market research
Go out there and do some social listening. What are your clients looking for, what are their specific needs that your offering fills? How do they describe them? Know what really motivates your Ideal Clients to buy.
Also, look at your competitors and see what their USP is. Because you want to come up with something different, something they have missed. Think about how your offering is better than theirs.
3. Be creative
Think about what is unique about you and your brand. And how can you pair it with the unique benefits of your offer? Definitely don’t try to please everyone. You want to attract only your Ideal Clients. More on how to define your niche, here.
4. Be bold
Don’t try to hide. Be bold. Stand out in your own unique fantastic way. That’s where your brand comes in. Just don’t forget to be personable. You don’t want to come across as stand-offish but rather someone who people can relate to and look up to simultaneously.
If you look at Oprah, even when she talks about the successes she achieved in her life, it’s not to show others how much wealth she accumulated. It’s to inspire them and show them that if she could do it, anyone can.
5. Ensure your messaging is clear
Once you have an idea of your USP, start messaging it to your audience. Make sure that you’re not using expert language. Communicate it clearly ideally in your Ideal Clients’ language.
So are you ready to get to work and define your USP?
When you do it, be creative and make the process fun. I bet that you’ll learn a lot about your offering and Ideal Client while doing that. And if you ever need more guidance on how to go about it, connect with me here for a free brainstorming call.