Are You Down With Your USP?
Your Unique Selling Proposition and Why it’s Important
Photo by Leo_Visions on Unsplash
Unique Selling Proposition (USP):
A statement about your business that is so clear, and so focused it would be nearly impossible to misunderstand it.
The concept of the Unique Selling Proposition (USP) was popularized by Rosser Reeves, an American advertising executive, in the mid-20th century. His credo was about the importance of creating a clear, concise, and unique message about a product or service that would differentiate it from competitors and resonate with consumers.
Relevancy in your business is about understanding how you stand out in a crowded market which is (obvi) of the utmost importance. A compelling, natural and authentic sounding brand voice is integral to convey your core message and sell your products and services.
Below is what truly helps our relevancy and our ability to go forth with true authenticity and sell in the most ethically mutually beneficial way possible.
The 4 Why’s
It (should) answer these questions:
Why should I read or listen to you?
Why should I believe what you have to say?
Why should I do anything about what you're offering?
Why should I act now?
This requires some soul-searching and asking some difficult questions… Analyzing your competition and how others who are established use their USPs to their advantage, will be able to help you start with what you want to sound like or (sometimes) more importantly, what you don’t.
The 4 P’s of marketing
A business can define its USP on:
Product characteristics
Price structure
Placement strategy (location and distribution)
Promotional strategy
What are the defining qualities of your business that sets you apart? What is being promoted that will make customers want to come back time and again? How do you position your business to allow your USP to shine bright like a diamond? (Thanks, Rihanna your song “Diamonds” is now in my head.)
Recently when I was in Portland, we needed a cup of coffee and a bite before we hit the road and my dear (local) friend suggested Queer Plants Cafe. Sure, any ol’ place could have coffee, locally sourced food, plants and a cool vibe… (I mean, especially in Portland.)
Their tagline is: Pollinate Your Universe at the Coziest, Queerest, Plant Shop and Cafe in Portland.
Yes, their coffee and food was divine but the funky colors and lighting, decor and furniture was ensconced with curious tall hydroponic vases with plants, hanging vines, succulents and even glued “bracket fungi” to their brick fireplace. We pollinated our universe indeed!
Bracket fungi at the Queer Plants Cafe in Portland, Oregon, photo by author
Features and Benefits
If you have had any type of sales classes, you will hear this all the day long: “Features tell, Benefits sell.”
Most customers are swayed to purchase due to the benefits.
For example:
I am selling this slimming tea. It tastes great and it will get you in your high school jeans by June.
Features: Tasty tea.
Benefits: I will be as skinny as I was in high school! Lol (well, that’s funny.)
Your product or service features ____ & _____.
But why do I want it?
This is the benefit.
Why is your product or service better than the other person’s down the road?
What are your offers?
What are your products?
Why will these benefit your consumer?
Why are these better than anyone else in your industry, sector or niche?
Let’s get super specific about who is the best possible person for your product or service?
This is where singling people out is OK. We want people to understand your brand so much they are compelled and undeniably connected to you and your product or service.
Where do you need to be?
This is all about how your customers see you. How are your customers perceiving your business in relation to others?
Are you: trusted, creative, reliable, expensive, less expensive, fast, worth the time, professional, more casual. Etcetera.
Another marketing term: AIDA→ Attention-Interest-Desire-Action.
How are you grabbing your potential customer’s attention?
Purpose
Why do you do what you do? Haha (a great human kerfuffle we all experience.)
What gets you out of bed on the daily? What is behind your drive?
Sometimes our mission isn’t as clear as we would like it to be and it changes on the daily, if not the minute.
To lead with purpose you must know your business’s why.
Future Goals
The infamous interview question… how do you see yourself in 6 months?
1 year? 5 years?
How does your product or service look at each of your own unique timetables?
Think where.
With who.
What is your reputation (let them talk smack behind your back 🤣)
Who will you be competing against and with? Who are your allies, who are your foes.
How much will your business be making?
How much will you give back? (what kind of impact will you be making in the world? From local contributions (mine is Keep Tahoe Blue)~ finding something you are truly passionate about that you have the means to contribute to.
What kind of voice do you want to portray your business as…
How do you tell your story that touches your customers' hearts? Do you want to be a cool cat, or buttoned up? Sophisticated? Traditional? Charming? Approachable?
What style of business do you want to show the world?
Photo by Greg Rakozy on Unsplash
Brand Statement
Simply:
Who you are.
What you do.
Who you serve.
Transformation Statement
This highlights your customers’ transformation.
Is it more readers?
More sales?
Is it more leads...
To build and grow an engaged email list...
More website traffic...
More sales at checkout...
More sign-ups on Landing pages...
More conversions on their sales pages...
More pollination to your universe? (Wow, I loved that cafe!)
Something else?
. . .
This may sound like quite the undertaking… (once again: a trust me, I know wink right ‘atcha.)
But, once you have your Unique Selling Proposition solid (kind of like those bracket mushrooms on the red brick fireplace at Queer Plants Cafe) I feel like the rest of the copy bits will fall beautifully into place…and maybe shine like a diamond?
. . .
Comments? Questions? Suggestions?
Want to talk all things about being down with your USP? Your brand? Where the heck do I even start? Need help with your copywriting?
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Fact check: I strive for accuracy and fairness… if something is off, please send a shout! Kp@kpcopy.com
