What is a USP?

I’ll give you a hint – it’s not about being able to see into the future (that’s ESP!). Rather, a Unique Service Proposition (USP) is what makes your business unique and sets you apart from your competitors.

I don’t have one. I offer the same things my competitors do.

Every business is unique.

Sure, you might have dozens of competitors but that doesn’t mean you are the same as them. There is a reason your customers choose you to give their hard-earned money to.

My USP is that I’m the cheapest

Often, when I ask this question of businesses, they say “we are the cheapest”. That’s great and it might be true, however competing on price as your USP is a risky strategy. The reason is simple… 

Price can be replicated.

Anyone can compete on price. You need to dig a little deeper to understand why your customers choose you over your competition to gain a true picture of what your USP is.

How do I find out what my USP is?

In order to discover your USP ask yourself this question. Disregarding price, why am I different to my competitors?

You might have a unique product that no one else offers. You might have an amazing location. Your customer service might be second to none. You might offer additional services to cater for your target market. You might have the latest technology or equipment available. You might have the most experience. You might cater for a specific niche.

These are things that set you apart, that make you unique. These are the advantages that encourage customers to choose you.

Once I discover my USP, what’s next?

Start using it! Take that advantage and weave it into all communication you have with your members or clients. Use it across your marketing channels. Make it prominent in all your messaging.

Afterall, it’s your competitive advantage. 

If you’d like some help in discovering your USP, get in touch here.