So their USP, naturally, is around enhancing your existing practice to “get the most out of meditation.”. You may already know that having a compelling Unique Selling Proposition (USP) for your business is the cornerstone of successful marketing. Is your website content costing you sales? It’s not a position that will immediately attract every kind of coffee drinker, but the product firmly appeals to a certain segment of consumers and it’s hard to imitate. They immediately let customers know why crowdfunding new products offers advantages to traditional self-funded or investor-funded business models. The first step of writing a USP requires that you take a step back and review some of the basics included in your mission statement, business plan, market analysis, and overall business goals. Your USP plays to your strengths and should be based on what makes your brand or product uniquely valuable to your customers. A unique selling proposition, more commonly referred to as a USP, is the one thing that makes your business better than the competition. Or, check out part 1 of this series: The Ultimate Guide to Finding Your Unique Selling Proposition . Your USP might relate to who you are as a company, who you serve, or what services you offer. At its core, a USP should quickly answer a potential customer’s most immediate question when they encounter your brand: “What makes you different from the competition?”. This post has become one of our most popular articles — so we updated it, added 10 more examples and turned it into a 28 page guide and cheatsheet. These temporary tattoos are meant to be beautiful like traditional tattoos, allowing customers to express themselves without the commitment or high cost of real tattoos. In this step, take your paragraph from step 5 and condense it even more into just a sentence. Here are the steps my client took to determine her unique selling point. Truth time. But pairing it with a cultural phenomenon for a specific audience’s needs makes it fresh, compelling, and different. Your products don’t need to be wholly unique in and of themselves for you to have a strong unique selling proposition. It can define your business and most important business goals in just a sentence. Taylor Stitch is a clothing company that relies on crowdfunding in order to develop new products. Customers are overwhelmed with options, and they want to quickly understand what makes one product or brand different than another. Try Shopify free for 14 days, no credit card required. They even own the fact that their products aren’t plastered with mascots and logos, focusing on style instead, which allows them to carry fewer products and target more schools. If you offer a service rather than a product you may determine your USP is that you will go to the client rather than them coming to your office. To go even deeper on their promise, they also offer half-sizes and a “try before you buy” guarantee. This makes it easier for them to develop their USP, in theory, but they still need to differentiate themselves from the inevitable comparisons between their products and their more familiar counterparts. Define Your Ideal Customer/Client; When planning to write a Unique Selling Point for your business or product, the first to think about is the ideal customer or client. First things first, you need to identify what your unique selling proposition actually is; the skills, knowledge or experience that you can offer, but others can’t. Every USP is going to be, well, unique but that doesn’t mean there isn’t a process you can follow to put yourself on the right track. We hate SPAM and promise to keep your email address safe. The USP is “the factor or consideration presented by a seller as the reason that one product or service is different from and better than that of the competition.” This USP accurately shows how the product differs from the others. So today it’s time to look at what’s happening now – starting with the idea of making your name your USP. Consider all of the above when writing your USP – this could be the responsibility of a copywriter. So how does Twelve Saturdays compete? Your USP is not just about what makes you unique. A unique selling proposition is a key positioning message a company or sales representative presents to prospects. Convincing and effective though they may be, they’re not unique on their own, nor are they positions that are easy to defend as any of your competitors can copy them. Here's how you can write yours: Once you have a vague idea of what your USP is, it might help to express it as a positioning statement so you can get it down on paper: [YOUR BRAND] offers [PRODUCT/SERVICE] for [TARGET MARKET] to [VALUE PROPOSITION]. Step 6: write your USP. For many successful marketing ventures, the answer is a unique selling proposition (USP). Again, thinking from the clients’ perspective, these benefits should explain why your services are important to them and why they would choose you over another provider. Master complex transitions, transformations and animations in CSS! Learn what the heck a USP is and why we’re making such a big deal about it. Third Love’s USP is a powerful promise. In part 1 of this series on USPs (which could have been titled: “how to stand out in a crowded market”) we looked at one company and how they’ve changed their USP over the course of a hundred years. Unique Selling Proposition Worksheet. By focusing on the art, they’re able to do that with their USP, which they express as: Fake tattoos by real artists. Take your time while doing this exercise and do several drafts over the course of a week until you arrive at your final USP. Many design-centric brands source designs from real artists, but Tattly surfaces this fact about their business. Many temporary tattoo products are intended for kids and feature simple and silly designs. Pipcorn also gets specific about how their snack food is healthy instead of just saying that it is, listing points of difference that their customers will care about. Is your USP any good? Get free online marketing tips and resources delivered directly to your inbox. But searching for a USP … A unique selling proposition — also called a unique selling point or USP — refers to longstanding advantages or value your company brings to customers. It's not enough to say that your product or service is "better" or has "more value". ThirdLove has made their “we have the right fit” USP an integral part of their branding. Specific marketing offers—like 10% off, free shipping, 24/7 customer service, or a strong return policy—are not USPs. What are you good … A USP isn’t just a persuasive line of copy on your home page. It’s not just a key part of the messaging in their ads and the copy on their site—they even have a Fit Finder quiz that allows first-time customers to find the right fit for them. A unique selling proposition, which defines your company’s unique position in the marketplace, is an important part of creating pricing power and a business that customers genuinely love. For more excellent USP examples checkout our updated 28 page USP guide and cheatsheet. A USP may include words such as the "lowest cost," "the highest quality," or "the first-ever," which indicates to customers what your product or service has that your competitors do not. 1. By positioning their unconventional business model this way, they turn a potentially risky pre-order process into a compelling marketing angle. Today, I’m going to provide a step-by-step process for creating a USP that will help you make the most of your marketing and business planning activities. There may be a dozen ways you could sell your products, but your USP is the big idea that best positions your brand according to what your customers care about and what your competitors aren’t. They want to create products that “work with your body’s natural chemistry, rather than to disguise or change it.”. A lot of cosmetics companies—for both men and women—try to offer quick fixes at cheap prices, addressing symptoms instead of the root cause. This product ethos means that they only sell products that live up to this standard and pit themselves against a rampant problem in their industry. That’s why it’s crucial for all entrepreneurs to understand how to identify a unique selling proposition (USP) to help guide your branding and marketing decisions. Your USP explains why your product or service is bigger, better or different than competing alternatives. Twelve Saturdays bet on the idea of offering students fashionable, school spirit attire that guarantees they look good and feel good all season. It’s a specific benefit that makes your business stand out when compared to other businesses in your market. The catch is, your USP must also provide your potential customers a specific benefit that they see as attractive. In this step, list 3-5 of the biggest benefits a client gets from choosing to work with you that they could not get from someone else (i.e., what sets you apart from your competition). To see what the final result should look like, Wikipedia has some good examples of successful USPs. Beardbrand’s USP takes the form of a product ethos that immediately sets them apart from the industry standard. So we created a worksheet that helps you pinpoint your company’s unique selling points. They get these products in your hands when you’d actually use them. A strong USP clearly articulates a specific benefit – one that other competitors don’t offer – that makes you stand out. In this case, Muse’s biggest competitor is the status quo: unaided meditation. The messaging also refers directly to their 100-year warranty, which backs the promise with a guarantee that the products will last you a lifetime and then some. Much as the initials refer to “Unique Selling Point” or “Unique Selling Proposition,” the term – these days – is somewhat misleading. A USP is one of the fundamental pieces of any solid marketing campaign. How to write a unique selling proposition Photo: Nick Morrison on Unsplash Before we dive into directions on how to write a unique selling proposition, let’s consider a few best practices that will help you have the right mindset and information to create a powerful USP. The steps to define your USP sound pretty simple: Have a close look at your competitors and compare them to your own small business. Throughout their content and their marketing messages, they build a case for both mediation in general and for meditation aided by their product. Women’s lingerie is a billion dollar industry, so newcomer Third Love had to find a way to make sure they were able to compete with the legacy brands. Learn how to improve your website copy with our free, curated list of high-impact articles. It’s not necessarily what you sell that has to be unique, but the message you choose to focus on that your competition doesn't. Download your free copy of Create Your Company's USP. There should be some recurring ideas and thoughts, so you’ll want to start merging statements and rewriting in a way that flows and makes sense. Simply stated, it’s a summary of what makes your business unique and valuable to your target market. Last week, I wrote about business plans and explored if they’re really necessary as a part of your business planning process. Once you’re happy, edit the USP so it’s as concise as possible. We'll also send you updates on new educational guides and success stories from the Shopify newsletter. In this scenario, you may have saved your employer money while working on product implementation. By positioning their product around current health-conscious trends, they're able to create a USP that would not only actively help them attract new customers, but also retail their popcorn as a premium product. Almost there: please enter your email below to gain instant access. Defining your USP or Unique Selling Proposition is a major part of this process, but for many small to medium enterprises simply identifying the essence of what makes their business stand above the crowd can be difficult, especially if you are just starting out. 2. You can buy pre-popped popcorn at your local dollar store, so “mini-popcorn” on its own isn’t much of a USP. A unique selling proposition is a statement you choose to embody that differentiates your products and your brand from your competitors. The question the USP answers for your customer base is, "This is why you should buy from me, instead of my competition." They are the first company to offer what they do, but having no direct competitors doesn’t mean they don’t have any competition at all. It’s okay to admit it needs an update. Instead, look for a spot in the market where you can plant your flag that is relatively untouched by the competition. A unique selling proposition is a well-thought-out statement that helps a company distinguish itself from other businesses in its category. You want your final USP to be as specific and simple as possible. A Unique Selling Proposition (USP) is a unique selling point or slogan that differentiates a product or service from its competitors. Of all the messages they could have focused on, around style or quality, they honed in on a pain point that many women experience when shopping for bras, and they chose to double down. It can define your business and … By entering your email, you agree to receive marketing emails from Shopify. People have been doing just fine for centuries without their product, after all. As an example, one product may use small-batch processing where its competitors do not. Something specific that makes your company stand out from the competition. Being “unique” is rarely a strong USP in itself. In that post, I briefly talked about creating a unique selling proposition (USP) and why it’s so valuable. Muse is a noteworthy example of why you need a USP even when your products are truly unique. A USP is also not just the header copy on your homepage. In this step, you want to be as specific as possible. Your USP now becomes: "Seasoned project manager who excels at identifying and solving problems and has saved more than £300,000 of company expenditure while completing in excess of £1 million worth of projects during the past three years." In this guide, we'll unpack successful USP statements and show you how to formulate one for yourself. Advantages of a USP include clear differentiation, improved revenue, loyal customers and simpler selling. This won’t be exactly what you advertise on your website, but it should help you clarify your USP, its audience, and any specific differentiators that might be worth highlighting. Identifying Your USP. Competition is the natural order in business, especially for ecommerce brands where it’s not just your local competitors that you need to worry about. A unique selling point defines your company’s unique position in the marketplace, getting at the heart of your business: the value you offer and the problem you solve. Write powerful, clean and maintainable JavaScript.RRP $11.95. They could have left it as a mere line of copy on their site, but instead they chose to incorporate the artists behind their products into the design of their online store, reinforcing the idea that tattoos are a form of wearable art. Brainstorm: write down all the features that make your product unique. In the meantime, start building your store with a free 14-day trial of Shopify. The most important feature of a USP is that it’s truly unique. Click on the link below to access the worksheet… For FREE! One of the first things that you notice about Saddleback Leather’s site is their famous tagline: “They’ll fight over it when you’re dead.”. Customers are assured that: These are staples of crowdfunding that have been brought to the surface and translated into value for the customer—it’s hard to argue with saving money and being more environmentally friendly, and supporting a business you believe in is a nice bonus, too. Got any ideas? Alyssa Gregory is a digital and content marketer, small business consultant, and the founder of the Small Business Bonfire — a social, educational and collaborative community for entrepreneurs. Make a list of all the needs that your product or service could meet - these attributes are all potential selling points for your business. Look professional and help customers connect with your business, Find a domain, explore stock images, and amplify your brand, Use Shopify’s powerful features to start selling, Sell at retail locations, pop-ups, and beyond, Transform an existing website or blog into an online store, Provide fast, smooth checkout experiences, Reach millions of shoppers and boost sales. Your competitive advantage, USPs differentiate your business, products, and services from competitors and explain why people should choose you. It’s a sentence that immediately conveys the unique value of Saddleback’s products in their signature irreverent tone: this product is built so well it will outlive its owner. The best USPs directly address a specific need experienced by a company’s ideal customer. Start a business selling in-demand products, Find a niche or business idea and get started, Practical steps for starting a business from scratch, Everything you need to know about selling t-shirts, Sell customized products without holding inventory, Learn about the dropshipping industry and how it works, Get inspired and launch your own business. In fact, when cheap knockoffs of their products started appearing in the market, Saddleback Leather took it as an opportunity to create a clever “how it’s made” video that reinforces the quality of their own craftsmanship. Do you have a USP? It answers the question: How do your business services benefit your clients better than anyone else can? In a recent Eventbrite webinar, digital strategist Filip Matous, author of How to Get Your Website Noticed, talked about what makes a perfect unique selling proposition (USP) and how to go about crafting one for you event. Start by answering some preliminary questions that recap what your business is selling, who you're selling it to, and why you're selling it. The unique selling proposition (USP) is the factor or benefit that makes your product different—stand out—from other equivalent products on the market. To find out more about creating and using USPs, we turned to Mel Sauvé, CEO of Burlington’s Global Growth , who helps companies identify international opportunities and add value to their business. Why it is so hard. A fresh mind and perspective is essential, so I would recommend doing this at the beginning of your day versus at the end when you are tired. It is actually a lot simpler than that like the USP examples below show! To make it easier, write down a list of… ALL of your skills. Unlike [THE ALTERNATIVE], we [KEY DIFFERENTIATOR]. Screen these against trends and competitors. Now that we’ve looked at ten examples of strong USPs from other businesses, you might be wondering how you can go about creating, uncovering, or refining your own unique selling proposition. This is because a USP can give a great deal of clarity to your business model, what your company does and why you do it. In my previous post, I suggested replacing your traditional business plan with three key pieces, one of which is your USP. This is a smart example of acknowledging the norm to position yourself as a truly different solution. Taylor Stitch successfully turns crowdfunding into a competitive edge: “We design new products. Find out what a USP is, why you should have one & how to define yours. The USP read something to the effect of, "Helping people live better, healthier lives more efficiently." Instead, a USP is more tangible. Tattly doesn’t have many direct competitors that sell similarly bold designs made from safe materials. Get a pen and a piece of paper. It’s ultimately how you position your products or even your entire business to the rest of the world. A big part of a successful USP is making a pledge to your clients. In this article, you will learn how to create a unique selling proposition. In fact, it probably seems obvious. In most instances, companies will focus on a single feature or benefit that solves a problem, satisfies a need, or takes away their customers' pain as their USP. Tattly Tattoos takes a different approach, offering gorgeous, intricate art for people of all ages. The artists behind their designs are as much a part of what they sell as the tattoos themselves, getting prominent profiles on their site organized under a section dedicated to Artists and their works. From your prospective clients’ perspective, what is the individual need or challenge they face that your business can solve for them? Whether you’re starting a subscription box company or a barbershop, you'll need to cover these basics as you write your USP. Creating a unique selling proposition requires the efforts of your team. Longevity, especially for high-priced, everyday carry products is definitely a unique selling point, especially when so many competitors are focused on positioning their products as status symbols, the stylish trends that you’ll want to replace next year, or a cheap solution to an expensive look. Death Wish Coffee backs it up too. While some consumers may frown upon established brands that leverage crowdfunding, that isn’t the case here because of how they make it a part of their USP. OK, now that we’re clear on what a USP is and why it’s so valuable, let’s start creating one. While this can be implied instead of spelled out in your USP, write down this promise you make to your clients in this step. Here are 10 ways marketing companies can earn business with standout USPs. Do you have a USP? Muse is the first consumer tool out there that can provide real-time feedback about your brain’s activity as you meditate. Here are five steps to determine your USP. You’ll start receiving free tips and resources soon. They have local options right on campus, and most big-box stores even carry local college gear. We recently did that ourselves!! What makes a great Unique Selling Proposition. How to Write a Unique Selling Proposition Creating a unique selling proposition isn't as difficult as it might sound. This is because a USP can give a great deal of clarity to your business model, what your company does and why you do it. It can work as a … Once you’ve completed steps 1-4, take all of the information you listed and combine it into one paragraph. You have to differentiate around some aspect your target audience cares about, otherwise your messaging won’t be nearly as effective. Updated November 20, 2019. They don’t want to wear the same outfit multiple times, or arrive in the same attire as someone else. Casting the industry norm as an antagonist is a positioning strategy often used by brands that are confident about their solution to the customer's problems. So here are ten examples of unique selling propositions that get it right and what you can learn from each. This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply. Unique Selling Point (USP) is the backbone of every marketing campaign; here is how to write one for your business. Before you can even start marketing your services, you need to know who you are targeting. 1. I know: you have sweated blood and tears over many sleepless nights to create a product or service of which you are intensely proud, and quite rightly so. Phrases like “all natural,” “whole grain,” and “small batches” are seen on the bag, and their site highlights other health benefits like gluten free, non-GMO, and antioxidants. A lot of coffee shops and roasters lay claim to having the “smoothest” or “richest” cup of coffee out there. A USP is also not just the header copy on your homepage . You crowd fund them.”. Try different options and see which resonate most with your employees. You also may want to come back and do this exercise again, once you try out your USP for a while, or if anything changes with your business. List the features and benefits that are unique about your product or service. Get practical advice to start your career in programming! Come up with a strong statement that conveys your USP, be specific. Do a Google search and compare your features and benefits with your direct competitors. Death Wish Coffee, however, chose to cater to those who need an extra kick in their cup of joe by instead selling the “world’s strongest coffee”. It was a company that provided kitchen equipment of all sorts. Step 1: Brainstorming Ideas. Instead, Pipcorn is a great case of a brand using specificity to carve out their own unique place in the market, choosing instead to focus on what makes their product a smart choice for the health-conscious or vegan consumer. How to Write a Unique Selling Point for Your Business. They let users know that they don’t have harsh, drying, artificial products and instead use natural oils that work with the customer’s body chemistry. Death Wish Coffee is an excellent example of developing a product based on a unique selling proposition that was largely left untouched in the crowded coffee market. Be Specific - I once landed on a website that presented the following USP at the top of every page. The best way to understand what makes a powerful USP is through examples. Unique Selling Proposition Examples: What Makes a Strong USP? College students can get school spirit attire pretty much anywhere. Successful USPs can be used as a company slogan and should be incorporated into all of your marketing activities. Let's start with one of the most famous examples of all: Pizza aficionados might disagree but, when it comes to delivery and ‘mass market’ … It’s a position your small business takes as a whole that can be incorporated into your products, your brand, the experience you provide, and any other touch point your customers have with your business. 1. A great unique selling prop, sometimes known as a value proposition , should also emphasize what individual quality separates a business from its competition. Here’s one that came up on my email feed this week. You’re now ready to write a unique selling proposition (USP) — what makes your business unique and valuable to your target market. “Looking good” may not sound unique as far as apparel is concerned. You can see how a lot of their copy, while focusing on different selling points, comes together under this single idea. For example, if you are a Web developer with a CMS expertise, instead of targeting anyone who needs helping building or modifying a CMS, you may identify your target client as a small business owner who is looking for a developer well-versed in MODx to customize his/her site. Braveen Kumar is a marketer and content creator at Shopify where he develops resources to help entrepreneurs start and grow their businesses. Instead of just highlighting that they have college apparel, they remind students that there are twelve Saturdays in a football season and their products can help you look good for each one. 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