We talk a lot on this site about finding your niche, and understanding who you’re marketing your product to, so there’s a good chance you probably have a good idea of who your niche is. You might know your niche, but do your know your USP?
Your USP is your Unique Selling Proposition, or Unique Selling Point. Each time you talk to your customers in any way about your product, you’re making a proposition to them. By talking about your product and it’s benefits, you’re essentially making a sales pitch. You’re trying to convince your customers that they should buy from you instead of someone else. When you’re trying to convince your customers to buy your product, your sales pitch should be different in some way from your competition’s pitch. That way, you can set yourself apart from the competition in some meaningful way in the eyes of the customer.
Take a look at your competitors, and their sales pitches. Look at their TV or radio commercials, internet ads, billboards, Facebook pages, Twitter accounts, and websites. Think about how they are positioning their product, and what selling points they’re pushing. Now think about what you can do differently. If you sell energy drinks, and all of your competitors are pushing the high levels of caffeine in their product, consider pushing how cool and refreshing yours is.
It’s also important to keep an eye on what your competitors are doing over time. Your sales proposition might be unique today, but two months from now, you might find other companies have begun pushing the same features you are. If that happens, you’ll have to reevaluate your USP, and make any necessary adjustments so that your product will still stand out from the crowd.
If money is no object, you don’t have to worry about a USP. You can just push your message out to as many people as possible, and hope for the best. Most companies don’t have that luxury, so they have to work at setting themselves apart from the crowd, and using a strong unique selling proposition is a great way to do that. If you can find a selling point for your product that no one else in your niche is using, you can give your customers the impression that your product is different from the rest, and as such, more desirable.
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