Every business needs to have a USP, or unique selling proposition. This is what sets you apart from the competition, what encourages people to buy from you instead of another retailer, and what ensures that you have a business model and a product (or service) that is needed within its specific niche or market today. Some companies have straightforward USPs. Others have to search a little harder to find out what sets them apart.Â
If youâre just building a business marketing strategy and you need to figure out what you have thatâs unique to offer audiences, itâs time to do some research. First, weâll talk about what a USP is and what it can be, and then weâll discuss how to determine your own and some best practices for sharing that unique angle with your audience(s).Â
The idea of USPs was introduced back in the 1940s and was originally considered the âthingâ that gives companies a little more oomph in their marketing campaigns and gets customers to notice. This also increases the likelihood that theyâll engage with the business. This is the distinguishing factor that sets you apart from the rest. Itâs more than just your friendly service or your commitment to excellenceâthese days, all businesses offer promises like these.Â
Your USP needs to be the one thing that makes your audience remember you, come to you for what they need, and even tell their friends and family so that you can continue to grow your audience. Word-of-mouth marketing is still a big part of any campaign, and even bigger now that the Internet makes it so easy for people to talk, exchange ideas and information, and give firsthand accounts of their experiences with various companies and organizations.Â
Your USP needs to be just thatâunique. Hereâs how to make sure that comes through.Â
Understanding and defining your target audience is a huge part of figuring out your USP, in addition to setting up marketing campaigns in general. Too often, businesses get caught up in promoting their company or product without actually knowing their audience. That kind of open-ended marketing will not be effective. You need to know your customers and identify them based on things like:
Once you know who your audience is, you then need to figure out what competitors also have the same audience. Market research goes a long way in helping you build the most success in your campaigns. Discover whatâs out there already and what other businesses are doing. This will not only help you know what youâre up against, but it will also give you the chance to identify different unique angles that you can take to reach your audience.Â
Instead of taking the approach to your USP from the business owner/leader perspective, you need to brainstorm in ways that will get the attention of the consumer. You need more than just âweâre better than the rest,â too. Take the time to think about what consumers would appreciate that can set you apart and help you stand out. Gather as many ideas as you can and work with your team to figure out which ones are going to be most effective.Â
It's a unique selling propositionâthat means it needs to stand out.Â
No one can figure out their good qualities without knowing where they have a weakness. Plus, this will help you find areas to improve and allow you to learn more about your own capabilities, as well as those of your product or service. As much as you need to know your strengths and what sets you apart from the rest, you also need to know what aspects of your business are not as good as the competition. This will help you either improve things or know your limits so that you can focus on your strengths.Â
Thereâs no harm in asking for help if youâre not sure about your USP. Your audience and even your peers might have some insight that you havenât thought about that can help you find your niche in the market. You arenât alone in this journey. A lot of the time, if you start looking at your audience and talking to people about what they like in your business, it will give you the chance to find a USP you might not even have known about.Â
You donât have to go pandering for information from every single person you encounter, but pay attention to what people have to say in reviews and reasons they work with your company. That, in many instances, will help you better define your USP.Â
Perhaps the most important part of your USP is making sure that itâs translated correctly. You want to use short phrases and straightforward information. Be concise, clear, and direct. Donât use industry jargon or big words that might not translate to the consumer. A USP is crucial to your success, but it should be short, sweet, and to the point to make the biggest impact.Â
Once you have a new, proper USP in place, youâll likely see an influx of new leads. Youâll need to have systems in place to manage those leads, including a 24/7 answering service like that offered by the virtual receptionists at Smith.ai. When you partner with us, we can also provide solutions for lead intake, scheduling, and other admin needs.Â
Plus, it all comes with a custom strategy to manage the details and weâll even assist with outreach campaigns if you need help marketing in the first place. Thereâs nothing we canât do to help your business leverage its USP and get the most out of marketing.
To learn more, schedule a consultation to discuss what the virtual receptionists at Smith.ai can do, or reach out to us at hello@smith.ai with your questions.
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