1. Ways to Determine Your USP
  2. Strengthen Your USP

Your unique selling point (USP) is exactly that – it’s unique. Your brand or company was established for a reason, and you need to be able to pinpoint that exact reason so you can ignite that passion in your potential customers.

After all, if you don’t have an edge over your competition, what keeps your clients coming back, or choosing you in the first place? Even if you’re providing a common service or product, what makes you stand out from the rest?

Ways to Determine Your USP

Before you can use it to your advantage and focus on it, you’ll need to first define your USP. Here’s how:

Analyse your target audience

What is your target audience? If you say “everyone”, you should probably take another look. Every business has an ideal customer who is within a certain age range, income bracket and (oftentimes) gender.

What can you offer this ideal customer that is different from your competition? What would keep them returning for more, and sharing their experiences with more potential customers? Appealing to your preferred audience in a way that keeps you top of mind is key.

Analyse your business

You need to analyse your business’ strengths and pick the one that stands out the most. Is it exceptional customer service? Are you offering a high-quality product/service that exceeds that of your competition? It’s important to identify your company’s most noteworthy strength and build on that.

Analyse your competition

Your competitors are also honing their USPs to suit your ideal customer, so it’s important that you up your game accordingly. To constantly outdo your competitor is what every business needs in order to rake in customers and returning business. Being background noise is not going to win you any awards, nor will it win you clients.

Strengthen Your USP

You’ve identified who you want to target, what your strengths are as a business and how you need to up your game. Strengthening your USP will be a process, but it will be worth it.

Build on your strengths

You won’t need to create a whole new business offering if you believe that your business strength isn’t quite up to scratch. If your strength is customer service, for example, then focus on that – what else can you do to deliver great service? Being super friendly and efficient is a great start, but perhaps there is something a little extra that will leave a lasting impression. Identify that and go with it. Step out of your comfort zone

Don’t be afraid to try new tactics to boost your strength further. In the words of the great Robert de Niro, “If you don’t go, you’ll never know.” Try new marketing campaigns based on your USP, track the leads that come from it and choose to back the one that produces the best results.

Analyse your results

And keep adjusting accordingly. Some months may be better than others, and your competition may have caught on to what you’re up to and started to imitate your ideas. Imitation is the sincerest form of flattery; you’re getting something right!

The key is to analyse and reanalyse so that your USP continuously grows and strengthens. Who knows? In the next few years, it might change completely! Follow this process again and keep working on it.

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