If you ask yourself what makes you or your website, a service or product different from your competitors and can’t come up with any answers, then it’s time to consider what your place is in the big bad world of business. However, if you do know that there is something special about your product or service but are not sure how to articulate and market it, there are a number of ways in which you can help yourself and define your unique selling point.
One of the simplest ways of discovering your originality is by looking at your product and finding out how it can be marketed in such a way that is unique from your competitors. A couple of ways of doing this is by finding and defining who your target audience is, explaining the problems you solve with your product and list their benefits, and defining the promise you make into one simple digestible paragraph.
If you are a small business with only one main service or product, you only need to come up with one USP that can be articulated into a short paragraph. So it may be easier than you think in defining your unique slant. Take a look at what we here at evolve suggest, and try the following:
- Understanding what they want: By understanding what satisfaction the customer gets from a product or service and finding out why that particular thing is beneficial to them, will help you in delivering your USP.
- Compare yourself to competitors: comparing your competitors’ product or service with your own project’s strengths and weakness will help you discover what gaps may be in the market.
- Offers & benefits: Showing your customer how your product will offer something the others don’t, and listing the benefits of these offers will attract customer who may need specific solutions to their own problems. (Think about cold medicine adverts, offering pain relief for colds.)
- Promise: what is your unique promise? Is it ‘full refund if not completely satisfied,’ or is it ‘lose ten pounds or win a pizza’. Creating a promise that best suits your audience and your business, that no other competitor can guarantee, will help you make a great USP