How To Find Your Unique Selling Proposition (USP) For Your Small Business

What Is A Unique Selling Proposition (USP)? 

A unique selling proposition (USP) is that certain something that sets your small business apart from its competitors. Your USP may consist of one or more factors, such as:

• A unique product or service

• Exceptional customer service

• Specialised manufacturing processes

• A distinct story/mission

Your customers buy from you over anyone else because of your USP. Your USP connects you to your existing audience and is your ticket to finding new customers.

How To Find Your Unique Selling Proposition (USP)

Identify Customer Pain Points

The foundation of a great USP comes from your customers.

To find your USP, first identify your customers’ pain points (or needs) and write down how your small business can help solve these problems. You can ask your customers about their needs directly by using social media; polls are a great tool for this purpose.

If your small business is fresh off the block and you don’t have a customer base to ask yet, skip this step, and go straight into looking at your competitors and their strengths/weaknesses.

Competitor Analysis

Ask yourself: what do your competitors do well? What makes them successful? What do they talk about in their advertising? What don’t they do so well? Are there any unmet needs your competitors aren’t currently addressing? This gives you an idea as to what sort of factors you should be looking at to define the USP for your small business.

Sell Solutions, Not Products

Next, think about what your business can do better than anyone else. It’s important to remember that customers don’t buy products; they buy solutions to their problems. Think of the Marks and Spencer’s adverts; you’re not just selling a product, you’re selling a solution through experience or a feeling. Looking to your customers, and what they praise about your business in reviews, can help you identify what you do well.

Bring It All Back To You

Now it’s time to bring it back to you and your story!

Your story, and how you got to where you are today, is unique to you and can resonate with your audience. Think about why you started your business, the challenges you overcame, and why you want to make a difference. Create an authentic narrative that ties your story to the value your business offers.

Your USP And Beyond

The key to a great USP is testing and refinement. Try out different versions of your USP messaging in emails, social media, and on your website, to see which messaging performs best. 

It’s important to remember that your USP is not set in stone. As your business grows and markets evolve, revisit and refine your USP to ensure it continues to reflect your value.

Ready to get started? Let’s talk. lume can help you work out the Unique Selling Proposition for your business to reach more customers.