How to develop a USP (unique selling proposition)

Many products on the market are far from unique. So most business owners have to find some way to make their product stand out from the rest and catch buyers' attention. A unique selling proposition is a smart way to handle this task.

What is a USP?

It is a way of presenting your product so that it influences the customer and prompts them to buy. You can apply it to any kind of business. One of the method's advantages is its ability to influence consumers subtly and precisely by helping them solve their problems. It also lets you make a fairly common product stand out among similar ones, increase sales and, accordingly, revenue.

Main goals

1. Creating a unique selling proposition lets you get out of price competition. If customers see a benefit for themselves in your products, they will be ready to pay more;
2. With this approach, advertising starts to bring better results. All you need is to come up with a genuinely interesting, catchy wording and place it on advertising platforms.

The main stages of creating a unique selling proposition

• Analyze the market and define your target audience

First, carry out research and decide who will be interested in this kind of product. Covering every market segment is unnecessary: it is enough to pick one competitive TA and promote your products to it.

• Solve specific people's problem and show them the benefits you offer.

Your products should be useful and solve consumers' specific tasks. This is exactly what to emphasize when creating a USP.

• Define what makes you unique

This stage lays the foundation for further product promotion. So it is important to answer the following questions:

• What exactly will the buyer get from your products;
• Why working with your company pays off for them;
• Why your product is better and how you differ from other similar companies;
• What special thing you can offer that competitors lack.

Avoid primitive phrases - the text should be clear, show the benefit and sell.

• Offer the customer a bonus

If your product or company has no special distinguishing features, you can use extra perks: free delivery, a gift with purchase, a certificate and other nice touches.

• Sum it up

Once you have gathered all the necessary information, organize it and remove anything unnecessary. You can draw a diagram and place all your values in it, from the strongest to the weaker ones.

• Create the finished selling proposition

All the selected information has to be condensed into one USP, following these rules:

• Keep the text short - 10 words at most;
• It should be clear and fairly simple;
• Put yourself in your potential customer's shoes.

Core formulas that help you create a strong USP

These short formulas have already proven effective. With their help many companies became successful, increased their sales and attracted new customers.

1. Customer's problem + Result obtained + Guarantee. For example: «We deliver groceries in 30 minutes or give you your money back».
2. Criterion + Feature + Needs. For example: “A car in installments! A decision in 3 minutes”
3. TA + Problem + Solution. For example: «Choose your unforgettable look. “Plus size” evening dresses from Marks & Spencer»

Looking for ideas for your USP? On our website you can ask your questions through the feedback form or by phone. Experienced specialists at the MMIX marketing company will help you promote your business.