Here are some things to think about that will help you define your USP and what’s unique about your business….
For all intents and purposes, your USP (Unique Selling Proposition) is your answer to the following question:
Why should I buy from you instead of somebody else whose product I perceive as similar or maybe even the same as yours?
And remember, your customer pretty much only cares about what’s in it for them.
SO…..maybe you’re a web designer and you come up with:
“My web design is so awesome that you won’t be able to resist its huge appeal, or mine so you will want everything I ever produce, and convince all your friends and colleagues to want it too.”
Nice try. Unfortunately, it’s not a USP.
For example, lots of people are web designers, and all of them think their web design rocks. At least I hope they do. So what makes you special? Different? Worth paying for; buying from?
This is the unique part of the Unique Selling Proposition. What makes you unique? Stand out from the crowd? What compelling thing do you offer that makes what you do more appealing/different from your competition?
What kinds of websites do you design?
Do you write the copy for someone’s site, or work with someone that does?
Can you help a client with their marketing message?
Is branding your specialty?
Do you set sites up in a way that makes them easier for clients to use? Better for their customers? How? And what does that translate into for your client? More visitors? More sales?
Are you proficient in a technology that other people may not know?
Are you a stickler about deadlines and delivering on time?
Do you have clients that are well known?
Do you specialize in something?
Do you build really great e-commerce sites?
Do you design for a specific industry, like the film industry or potato farmers?
Your USP may be wrapped up in what kind of work you do, or it may have to do with a service you provide that ties into the work you do.
Don’t forget that clients also look at the price tag. And that can be a USP too. Do you offer a payment plan? Do you take checks or PayPal? Credit Cards? Financing? Something to make their life easier? Payments simpler?
All of these things can be tied into your USP and what moves your client to do business with you. Be innovative, stand out. Use your personality and promote the things you love best about what you do. Other people will love that about your work too.
Be sure you’re clear about what you offer and include it in all your marketing materials. State it in simple, plain language. Have someone help you craft your message if it’s in your budget. When you have a USP that really resonates with you, it will attract more business and it will keep you from trying to be all things to all people and risk not standing out to anyone. Be bold – be real and grow your business.