How to Craft Business Unique Selling Points

by Leanne M @ Procredible

Craft concise USPs to stand out. Share them on social media, websites, and marketing materials. Focus on benefits, clarity, and evidence. Connect with your audience for sustainable growth.

In this Article:

Having your business really stand out, especially online can feel like a juggling act. But fear not! Your secret weapon lies in crafting compelling USPs (Unique Selling Propositions). These are the gems that make your business shine, setting you apart from the competition and captivating your ideal customers.

But before we polish these gems, let’s understand their essence:

What are USPs?

USPs are concise statements that encapsulate what makes your business uniquely valuable to your target audience. They address specific customer needs and highlight the benefits of choosing your business.

USPs are not just marketing slogans; they are powerful tools that communicate your brand’s distinct value proposition.

Examples of Effective Unique Selling Points

“Handcrafted, small-batch candles made with natural soy wax and essential oils, filling your home with luxurious scents that last 30% longer.”

The selling point of this USP?
Unique product, natural ingredients, longer-lasting benefit.

Where might you share this?
You could display this on your website as ‘Handcrafted products’, ‘natural products’, ‘our scents last 30% longer’.

“We diagnose and fix your computer problems remotely within 2 hours, guaranteed, so you can get back to work faster.”

The selling point of this USP?
Speed, convenience, guarantee.

Where might you share this?
You could display this on your website as ‘Fast diagnostics’, ‘

“The only fitness shop that personalises your workouts based on your DNA and lifestyle, helping you achieve your goals 2x faster.”

The selling point of this USP?
Personalised, data-driven, fast results.

Where might you share this?
You could share this USP throughout your website as a call to action, as well as on your social media within your posts. Perhaps you might write a blog on’how we personalise your workouts based on your DNA’.

Why are USPs crucial?

Think of USPs as your competitive superpowers. They:

    • Attract attention: Grab the interest of potential customers in a crowded market.
    • Differentiate your brand: Clearly convey what makes you stand out.
    • Build trust and credibility: Assure customers you understand their needs and have the solution.
    • Boost sales and conversions: Guide customers towards choosing you over the competition.

Where you see USPs on different platforms

Social Media:
Use catchy headlines and visuals to grab attention and highlight your USPs in short, impactful bursts.

These may often be highlighted on different social posts. For example, you may share a post on instagram that talks about your free delivery, or natural ingredient-based products. This ensures your followers are informed, while also educating people on what it is that makes your business different.

Clearly and prominently display your USPs on your homepage, landing pages, and product descriptions.

For example, oftentimes on websites you will see USPs placed underneath the hero section of your website. (This is simply the main image and title of your site). As an example, on this website we built, the unique selling points of the client are neatly laid out below the main image. They use clear hierarchy and iconography to help their unique points stick with users that will likely scan the site.

Marketing materials:
Integrate your USPs into brochures, flyers, and other marketing materials to ensure consistent messaging.

Crafting your USPs

Ready to craft your USPs? Lets dive in:

1. Know your products/services inside out:

Start by deeply understanding what you offer. What problems do you solve? What results do you deliver? How quickly? Be specific and quantifiable. Don’t just say “best,” say “20% faster results than competitors.”

2. Do Your Market Research:

Immerse yourself in your target audience. What are their pain points, desires, and expectations? Analyse your competitors, identifying their strengths and weaknesses. This insight helps you craft USPs that resonate with your audience and fill gaps in the market.

3. Test, Refine, and Improve:

Your USPs are not set in stone. Regularly test different messaging, analyse customer feedback, and track results.

4. Clarity is Key

Keep it short, simple, and easy to understand. Avoid jargon and focus on the core benefit you offer.

5. Focus on benefits not features.

Tell customers what your product/service does for them. Focusing on the benefits is a lot more beneficial than focusing on the features of your services. It’s likely clients already know the features, so inform them of how they will benefit.

Our Bonus Tips:

      • Keep it concise and easy to understand. Aim for clarity and avoid jargon.
      • Use persuasive language. Highlight the emotional value and positive impact.
      • Back them up with evidence. Use testimonials, statistics, or awards to add credibility.

Final thoughts

By crafting compelling USPs and integrating them into your marketing strategy, you can break through the noise, connect with your target audience, and ultimately, achieve sustainable business growth. So, get out there, find your unique selling points, and craft USPs that truly make you stand out!

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