Find new business opportunities

A unique selling proposition (USP) tells customers exactly why they should choose you over competitors. It highlights the specific benefits only you deliver through your business, products or services.

How to create your USP

Start with market research to find opportunities that your competitors aren't currently exploiting. Ask yourself what makes you different in the market. The point of differentiation can be anything - from the lowest cost to the highest quality, exceptional customer service or a new, one-of-a-kind, product or service.

Your USP will be entirely unique to your business. The key thing is that it explains to customers what makes your business a better choice and why they should choose you over a competing business.

Importance of USP in marketing

Your unique selling points will likely be integral to your marketing, including any:

• tailored marketing campaigns
• advertisements
• taglines, slogans or positioning statements

A strong USP can boost conversions by removing customer hesitation, building trust, and simply sticking in memory - if it is distinctive enough.

Strategies to promote your USP effectively

Share your USP across different channels to reach new customers and build trust. Repeat it consistently, put it on every advert, website and email so customers instantly understand why to choose you.

Build online presence

Add your USP to your website homepage, Google Business Profile, social media accounts and email signatures. Use it in digital marketing posts and social media platforms, and send email newsletters featuring your USP with helpful tips. Remind your existing customers why they chose you and encourage repeat business.

Add USP to every touchpoint

Include your USP on any customer touchpoint that may be suitable – your packaging, invoices, document footers, or delivery vans. This is effective advertising that costs nothing extra but turns your everyday business operations into promotional opportunities.

Pitch your USP at events

Work your USP into every networking conversation and make it a part of your elevator pitch when you attend trade shows, exhibitions and business events. Create physical reminders of your USP to leave to any prospects you meet – eg business cards, referral cards and promo pens with your tagline, name badges, QR code stickers linking to your website, and similar.

Form partnerships to amplify your USP to new audiences

Team up with complementary businesses to put your USP directly in front of their customers. For example, a café and a local roaster will likely share the same customer but will offer different services. This is a prime opportunity to cross-promote each business to reach new customers, promote respective USPs, and share costs. 

Whatever way you choose to communicate it, a unique selling proposition is an essential marketing tool to get the attention of potential customers and compete to win business.