USP stands for Unique Selling Proposition and demands you to identify what makes your business unique.
What makes you unique and different from your competitors is the reason why your customers choose you. If you are unclear on what makes you unique ask a customer why they came to you versus another competitor. You can also find information in your SWOT or Strengths, Weaknesses, Opportunities, Threats table. Your combination of strengths and opportunities makes you unique and allows you to stand out. Once you have identified your USP or Unique Selling Proposition, don’t kept it a secret, use it in all of your marketing materials and messages. You will remember the case study of the home inspector. His USP or unique selling proposition was that he answered all phone calls and serviced rural areas.
You will recall in Section 1 we looked at compelling values or what compels our customer to purchase by their motivations. Things like convenience, better quality, cheaper, environmentally friendly. We need to connect our customer motivations to our unique selling proposition. Other knowledge to consider is what triggers customers decision to purchase that we identified in our target customer profiles. A business transaction can be defined as solving a problem or fulfilling a need. The business supplies the solution to your customer problem or fulfills the need of its customer. This knowledge is useful when planning our marketing message.
How do you want your product or service to be perceived? What one key message do you want your customers to hear… you need to be consistent in this application and this will relate back to you compelling values and USP or Unique Selling Proposition. If you can combine what triggers your customer to by, what makes you unique and what your customers problem is that you are solving. You will have a strong marketing message.