Finding your USP
by Tash Hughes
of Word Constructions (www.wordconstructions.com)
Having and using
the Unique Selling Point (USP) of your business is a
great marketing tool. But how do you know what your USP
Your USP is
more than what you do or sell. For instance, “I sell
gadgets” is a description of your business, not your USP
(unless no one else in the world does or will sell
First, write out
a long list of everything good about your business – all
the positives that would make customers like to deal
with you. Include details like good service, punctuality
at appointments, discounts, guarantees and expertise.
Now make a
list of the benefits your business gives to clients.
This is different to a list of products or services as
it focuses on the client. So a mechanic gives the
benefit of a working car and a supermarket has the
benefit of food to eat.
If you are
having trouble pinpointing the benefits, try looking at
each service or product as a customer would.
“Our service is
prompt” for the customer could mean less time wasted
waiting for your service. A bigger benefit would be more
time to spend with the kids or getting work done.
“Our product is
cheaper to run” will save the customer money (benefit)
and allow him to plan a big holiday (better benefit)
“We tidy up the
site” means the customer doesn’t have to (benefit) and
can enjoy the new room/cupboards straight away (better
Once you have a
list of benefits, cross out the lesser benefits so you
have only a few good benefits left.
these benefits is your USP?
Make sure each
benefit is important to your customers and is the best
benefits you can reach.
Are any of the
benefits uncomfortable for you? Do they present a
different image than what you want your business to look
like? If so, cross it off the list immediately for now.
Come back to it later and reassess the product or
service that led you to this benefit.
Can any of the
benefits be combined? Do they essentially say the same
Have a look at
your competitors and industry to see what everyone
else offers. If you find that one of your benefits
is included in your competitors’ ads or slogans, cross
it off your list.
By now, many of
your benefits will have been crossed of the list,
leaving the one benefit that becomes your USP.
If you still
have more than one, or none, go back over the previous
steps and look for the benefit you missed. It may be a
benefit that is so obvious you ignored it, so look at
your entire business slowly and carefully.
It took you time
and effort to find your USP, which is why so many
businesses don’t know their USP. Now you have one, make
sure you use it in promoting your business to the world.
Tash Hughes is
the owner of
Word Constructions and is available to solve all
your business writing problems! From letters to
policies, newsletters to web content, Word Constructions
writes all business documents to your style and