How To Develop An Effective Unique Selling Position (USP)
by Herman Drost
If you're selling in a competitive market you need to offer something unique that makes
your business, product or service stand out from your competitors. This is defined as your
Unique Selling Position or USP. Most website owners realize the importance of having a USP
but have difficulty developing one for their own website. If you don't differentiate yourself
from 100 competitors selling the same product or service you may soon be out of business.
A unique selling proposition (USP) can be used in many different ways, as a single word,
a tag line, a paragraph or even several paragraphs.
The most important thing to include in your USP is "benefits, not features." Focus on
main benefits your product or service offers to your potential customers.
How to develop an effective USP
1. Research your competitor's websites
Enter your main keyword in the search engines then study the top 10 competing sites to
see if they have a clear USP. Most will not have one so observe the main features or services
they emphasize. Look for any gaps you can fill. Perhaps you offer a service they haven't mentioned.
2. Develop your own USP
Create a list of possible USP ideas that will set your business apart from your competitors.
Your USP should focus on the main benefits to your customer.
Here are a few examples of USPs to get you thinking:
Unique product line
Years you've been in business
Price of your products
Quality of your products
Large selection of products
Incredible customer support
Personal service
Expert advice
Customization options
Speed of implementation
and completion
Guaranteed satisfaction
3. Narrow down your list
Now that you've created a list of possible USPs for your business try to boil it down
to a single differentiating concept. Show it to your friends and business associates to get
their opinion.
After you've decided on the most unique and compelling feature of your product or service,
write one paragraph that clearly communicates and encapsulates why customers should buy from
you. This should be the first paragraph visitors read when they visit your website.
You could also narrow it down further to use as a tag line. For example Niki's tag line
is "just do it."
Here's some USPs that were pioneers when they were introduced:
o Domino's Pizza: "You get fresh, hot pizza delivered to your door in 30 minutes or less - or it's free."
o FedEx: "When your package absolutely, positively has to get there overnight"
o M&M's: "Melts in your mouth, not in your hand"
o Wonder Bread: "Wonder Bread Helps Build Strong Bodies 12 Ways"
o Head & Shoulders: "You get rid of dandruff"
4. Use your USP everywhere
Add your USP to all your marketing materials. If you've got a good tag line include it
on every page of your site, letterhead and business cards. Mention it every time you communicate
with potential customers.
Don't just consider developing your USP. Take action by doing it today so your product
or service will stand out from your competition. Differentiating yourself from your competitors
will result in attracting more customers and increase sales.
Herman Drost is a Certified Web Site Designer, owner and author of
www.isitebuild.com Site Design and Low
Cost Hosting. Subscribe to his Marketing Tips newsletter for more original articles.
subscribe@isitebuild.com.
Read more of his in-depth articles at:
www.isitebuild.com/articles
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