Finding your USP

by Tash Hughes of Word Constructions (www.wordconstructions.com) 

Having and using the Unique Selling Point (USP) of your business is a great marketing tool. But how do you know what your USP actually is?

Your USP is more than what you do or sell. For instance, “I sell gadgets” is a description of your business, not your USP (unless no one else in the world does or will sell gadgets.)

First, write out a long list of everything good about your business – all the positives that would make customers like to deal with you. Include details like good service, punctuality at appointments, discounts, guarantees and expertise.

Now make a list of the benefits your business gives to clients. This is different to a list of products or services as it focuses on the client. So a mechanic gives the benefit of a working car and a supermarket has the benefit of food to eat.

If you are having trouble pinpointing the benefits, try looking at each service or product as a customer would.

“Our service is prompt” for the customer could mean less time wasted waiting for your service. A bigger benefit would be more time to spend with the kids or getting work done.

“Our product is cheaper to run” will save the customer money (benefit) and allow him to plan a big holiday (better benefit)

“We tidy up the site” means the customer doesn’t have to (benefit) and can enjoy the new room/cupboards straight away (better benefit.)

Once you have a list of benefits, cross out the lesser benefits so you have only a few good benefits left.

Which of these benefits is your USP?

Make sure each benefit is important to your customers and is the best benefits you can reach.

Are any of the benefits uncomfortable for you? Do they present a different image than what you want your business to look like? If so, cross it off the list immediately for now. Come back to it later and reassess the product or service that led you to this benefit.

Can any of the benefits be combined? Do they essentially say the same thing?

Have a look at your competitors and industry to see what everyone else offers. If you find that one of your benefits is included in your competitors’ ads or slogans, cross it off your list.

By now, many of your benefits will have been crossed of the list, leaving the one benefit that becomes your USP.

If you still have more than one, or none, go back over the previous steps and look for the benefit you missed. It may be a benefit that is so obvious you ignored it, so look at your entire business slowly and carefully.

It took you time and effort to find your USP, which is why so many businesses don’t know their USP. Now you have one, make sure you use it in promoting your business to the world.

Tash Hughes is the owner of Word Constructions and is available to solve all your business writing problems! From letters to policies, newsletters to web content, Word Constructions writes all business documents to your style and satisfaction.

This article is available for free use on your web site or in your newsletter.

It must be acknowledged as written by Tash Hughes of www.wordconstructions.com.au and copyright remains the property of Tash Hughes.

Please notify us of your use of this article or to request information on commissioned articles.