Unique Selling Proposition: What It Is, Advantages, and How to Create
If I ask you what sets your company apart from the competition and what will make customers buy from your business and not the others, do you know the answer?
Well, if you’re still not sure what to say, know that the concept of Unique Selling Proposition (USP) can be the solution, or rather, the key to these questions.
With that in mind, let’s explore this concept, its advantages, and how you can create your USP and finally have at your fingertips what sets your business apart from your competitors.
Keep reading!
What is a Unique Selling Proposition?
A Unique Selling Proposition is a brief description of what makes your company unique, what sets it apart from others.
The goal is to make clear to the target audience the essence of your business, the value you offer to the consumer that other companies do not possess.
To achieve this, think about defining what makes you different from the competition in a brief phrase, always remembering to be assertive, focused on your business, and delivering more than just words.
But don’t worry, the “how to” will be explained shortly. Keep reading! 😉
Also read: Time Management for Sales Teams
Advantages of Having a USP
In addition to differentiating your brand from others, creating a Unique Selling Proposition will have other positive impacts on your company. Let’s go through some of them.
Reinforces your authority on the subject
If you have a USP at hand, you demonstrate confidence and greater authority about what you do in the market and why people tend to prefer your brand.
This happens because with this description, you will already be more precise in determining what your company is an expert in, what is the standout aspect, and its reliability.
Makes your brand memorable
By showing the public that you have a strong value proposition and that you are confident about your qualities and differentiators, the likelihood that people will remember you will be higher. After all, your business will be a prominent presence.
Impact on sales
By differentiating your company from others, reinforcing your authority, and improving your brand’s branding, you can bet that there will be a positive impact on sales.
Remember, people will remember companies that demonstrate confidence, differentiation, and a unique je ne sais quois.
Advantages of Having a USP
In addition to differentiating your brand from others, creating a Unique Selling Proposition will have other positive impacts on your company. Let’s go through some of them.
Reinforces your authority on the subject
If you have a USP at hand, you demonstrate confidence and greater authority about what you do in the market and why people tend to prefer your brand.
This happens because with this description, you will already be more precise in determining what your company is an expert in, what is the standout aspect, and its reliability.
Makes your brand memorable
By showing the public that you have a strong value proposition and that you are confident about your qualities and differentiators, the likelihood that people will remember you will be higher. After all, your business will be a prominent presence.
Impact on sales
By differentiating your company from others, reinforcing your authority, and improving your brand’s branding, you can bet that there will be a positive impact on sales.
Remember, people will remember companies that demonstrate confidence, differentiation, and a unique “something.”
Examples of Unique Selling Proposition to Inspire
If the concept of USP is still somewhat unclear in your mind and you can’t visualize it, here are some examples that can inspire your own creation.
The Economist
The British newspaper The Economist defines its USP in two sentences: “You’ve seen the news, now discover the story.”
Right off the bat, it’s very clear what this channel conveys to the public. Its difference compared to others is that they will tell you the story, the data, and the analysis behind the headlines.
Turkish Airlines
The Turkish aviation company Turkish Airlines relies on a more subtle USP: “Flying to the most countries.”
It clearly states what the company advocates: taking consumers to as many countries around the globe as possible.
Nubank
Nubank is proof that a good unique selling proposition can make your company compete with already established and reliable businesses in the market.
With the short phrase “Choose the future,” the bank already explains its essence, what sets it apart from others: autonomy for customers, meaning the consumer chooses what to do, and Nubank is there to provide support.
Ryanair
“Low fares. Made simple.” This is Ryanair’s USP, an Irish airline company.
With these three words, we can already understand that the company’s goal is to offer lower prices to consumers, making this its differentiator.
Emirates
While Ryanair’s USP is about lower prices, Emirates is not seeking that; in fact, it prioritizes quality above all, regardless of the cost.
We can confirm this with the two phrases that make up its description: “Fly Better.”
Head & Shoulders
The brand’s name already reveals a bit about its essence. Head & Shoulders uses the phrase “Clinically proven. Up to 100% dandruff protection.”
In other words, we can clearly understand that its market differentiator is dandruff elimination.
How to Create a Unique Selling Proposition
To wrap up this guide on USP, let’s go through the six necessary steps for creating your description.
Know Your Audience
Before bringing your differentiator into practice, you need to think about what your audience is looking for, what needs or pains they need to be addressed.
Once you know your audience, start thinking about creating your Ideal Customer Profile (ICP), this way you will understand their likes, hobbies, preferences, goals, etc.
Also read: Brand Persona vs. Buyer Persona: Differences and How to Develop Each
Conduct Benchmarks
Through benchmarking, you can analyze your competition; after all, you will be monitoring the practices of other companies to use them as a reference, either for what to do or what not to do.
Also read: How to Reduce Lead Response Time to Increase Sales and Customer Satisfaction
Discover How the Product or Service Solves the Persona’s Problem
Think and define how you will solve the problems faced by your audience.
It’s no use raising awareness that something is happening to them if you still don’t have a solution to offer.
Also read: Ideal Customer, Persona, and Target Audience Framework
List Your Key Benefits
Group all the advantages offered by your company and filter them by the most important ones, i.e., those that will have the most impact on the public and will become your main differentiator.
Conduct Research with Your Current Customers
What are your customers thinking about your business? Are you receiving positive or negative feedback? What are your customers’ desires, and what can you do about them?
These are some of the questions you should ask yourself before creating your USP because only by listening to customers will you be able to define what is essential for your company and how you will differentiate it from others.
Also read: Sales Meeting: How to Create an Efficient Meeting Script
Focus on What Makes You Unique
To finalize your creation, always keep in mind what makes you unique, the point that sets your company apart from all others.
This will be the essence of your USP and the reason why customers choose you, and this point should be present in all communication from your company, from the slogan to the marketing pitch and that of the salespeople and stakeholders.
In addition to the Unique Selling Proposition, there are other strategies and tools that help you in the sales process.
One of them is the chatbot; when used correctly, it speeds up your entire sales process, capturing, qualifying, and distributing leads in a personalized and instant way.
Test it for free today for 14 days, no credit card required!