This article explains what a USP (Unique Selling Proposition) is, why it is a MUST if you don’t want to waste your marketing dollars, and gets you started on creating one that will get more clicks and costumes:
Does this sound familiar?
Even if you have invested in a beautiful, fast loading, mobile-friendly website ..
Even you have invested in SEO, and now when someone searches for what you offer, you are in the page 1 results that Google shows ..
Even if you have made sure that your Rating and Reviews are at least as good as your competition ..
And even if you have invested in Google and Facebook ads, bringing visitors to your website ..
If you have not made it instantly obvious why your ideal customer should choose you over your competitors, you are missing out on many clicks to your website and worse, your sales increase may not cover your investment.
This is where a USP (Unique Selling Proposition or Unique Selling Point) lets your ideal customer know how your product or brand is different and better than your competitors, in just seconds.
How online shoppers decide which link to click on and which business to choose
Your ideal customer likely shops online like this.
They search Google for the product/service they want to buy.
They quickly scan Google’s page 1 search results for which listings seem to be a possible good fit.
Usually, there will be several promising listings that have similar Rating+Reviews, and are in the right location.
So how do they decide which listings to click on so they can learn more at their website?
Often it will be those that are somehow unique compared to the others.
Imagine that you are shopping for an HVAC repair firm
Note how one firm stands out because they are Google Guaranteed. Another because they are 24/7.
Another has same day service. However, the last one is just a “me too” and probably will not get anywhere near the clicks that the others are getting.
Once they have decided which of the search listings sound interesting, they will then take a quick look at just those websites to choose which company they want to do business with.
First impressions are critical and are made in just seconds.
Anything glaring and they will quickly get removed from your ideal customer’s short list. There are endless reasons why, in just seconds, a business will be ruled out eg.
Of the businesses that remain on the short list, chances are that your ideal customer will favor those that stand out from the crowd by doing or offering something uniquely different and/or better.
In the next image, you can see instantly that ASAP Checks offers bank quality checks without those dreaded bank prices or slow turnaround time. Without having to scroll or navigate the website.
Here’s another example. Compare the home pages of these two legal firms. The first is just another lawyer, nothing special evident. The second is promising peace of mind as the very first impression on arrival at their site. Which one would you have already formed a favorable impression about?
3 famous USP examples
Domino’s Pizza “We GUARANTEE – Fresh hot pizza, delivered in 30 minutes or less or it’s FREE!”
Fedex: “When it absolutely, positively has to be there overnight.”
Rolls Royce: “At 60 miles an hour the loudest noise in the new Rolls-Royce comes from the electric clock”
What a compelling Unique Selling Proposition can do for your business
There are 5 main advantages you get when you recognize the USP of your business and use it in the right way.
How to craft your USP so that your business will stand out from the crowd (and get you more clicks and sales)
Every business has one or more USP’s but not every business recognizes it. Here is how you can identify and develop your own USP:
Once you have the answer to each of these questions, the next step is to refine and choose a USP that will work the best. Here are some things to consider:
Shopify has a very helpful recommendation to help with distilling and prioritizing what you listed in the previous steps .. write it out as:
[YOUR BRAND] offers [PRODUCT/SERVICE] for [TARGET MARKET] to [VALUE PROPOSITION].
Unlike [THE ALTERNATIVE], we [KEY DIFFERENTIATOR].
** Important ** While a slogan can be or include your USP, they are not the same thing. As Dan Kennedy wrote, almost no one remembers the company or brand behind a vague tag line, such as these:
We’re With You
That Was Easy
The Stuff Of Life
Unique Selling Proposition wrapup
A USP is not something that you might get immediately or for that matter right, on the first try. It is going to require you to spend some time, effort, and thought.
You can always evolve your USP and change it.
Once you get your USP right, it is going to give you a huge edge over the competition. People shopping for what you offer will click more often on your links, and will be more likely to convert from leads to customers.
Some USP Resources
We trust that you found this blog post useful.
Would you like some hard learned, objective advice to help your business get more leads and sales quickly, affordably and safely? Click To Reach Out