so what is a USP for your business and why should you take time to create one now the short answer
is that a good USP will grow your business if you're a business owner chances are you've heard
the term unique selling proposition or USP now in this video I'll explain what it is how to use it
in your business successfully okay a USP is your unique selling proposition obviously I said that
before it's what makes your business different and sets you apart from the rest a good USP can make
all the difference in how well you do in your industry it works like this rather than telling
customers what you do tell them what you will do for them to the general public everybody in your
industry well they all kind of seem the same you know that that's not true though determining what
makes you unique what your differences are and what sets you apart so the public will know how
they will benefit from doing business with you is what a USP does so for a USP to work a magical Act
of transformation must take place think about your products or service Now features they've
got to be turned into benefits now a feature is anything you have designed into the product or
service and a benefit is what the customer gets out of it now a feature may be useful in its own
right but it's not of a compelling interest to a customer in and of itself the benefit is as this
is the solution to a customer's problem so tell your customers how you can ease as pain or solve
their problem and they will buy from you now this presupposes that you understand the problems of
your target market and have a solution now I'll link a video in the description below with more
information about target market and solutions to problems customers clients people they will not
use you unless they're going to get some kind of benefit from your product or service so you have
to clearly and succinctly tell and show them how they will benefit from doing business with
you now let's have a look at some typical USPs now most of the ones that you'll see around the place
fall into one of these main categories number one low price pretty obvious guaranteeing the
lowest price has been used as a USP for many businesses however cutting profit margins too
deeply is rarely healthy for a business now there are of course many examples of businesses that
have adopted this USP and survived even prospered the philosophy is simple low margins high volume
second one's high quality now the high quality USP is based on a high margin lower volume philosophy
directly the opposite now this USP is often found hand in hand with other USPs such as the best
product Superior Service or guarantee of quality so number three Superior Service now in today's
Marketplace you have to add value simply providing customer service is not enough providing Superior
customer service is a wonderful way of adding value as well as developing long-term Customer
Loyalty now good customer service well that's expected by everyone what I'm talking about here
is things that go above and beyond the type of customer service usually found maybe free installs
help desk Etc so the fourth is size and selection being the biggest in your Market or providing the
largest selection of items in your Niche can be a powerfully effective USP convenience the
convenience USP is based on centering your business around your customers needs by removing
as many obstacles to ordering receiving or using your product or Services possible you're placing
the customer's convenience at the center of your business model number six knowledge advice being
a recognized Authority in your industry now this USP works well for professionals and other skill
or service based organization this USP says I'm the top person in my field you can trust my
knowledge and experience number seven is kind of maybe variety it's customization or most options
giving your customers more options or custom building your products to their specific needs
and specifications works well for a USP especially when compared to your mass-market competitors
number eight speed the speed at which your product or service is delivered can be a powerful USP in
today's fast-paced environment offering guaranteed overnight shipping as a standard service can give
you a strong competitive Advantage originality being first the very first the only one the
innovator sometimes your product is so new and unique the product itself is a USP now
unfortunately in today's competitive environment this type of USP is very short-lived before too
long a competitor will emerge with a knockoff or a copy of your product however until then promote
the newness and uniqueness of your product as your USP when the competition heats up switch
your USP Focus to being the original the first being the original or first mover in a market is
a USP that well no one can duplicate strongest guarantee now most customers assume a company
will stand by their product or service but a clear strong guaranteed turns that assumption
into something they can be assured of but with the level of competition out there today you'll need
to make your guarantee stand out from the crowd now this is an area that you can differentiate
yourself from your competition make your guarantee so strong that when compared to your competitions
well your customer would simply be crazy to go elsewhere all right so those are USPs but how do
you create your own USP well you need to make sure your USP is simple and clear your USP should be
able to fit into one or two sentences the easier it is for customers to understand what makes you
different the better chance you'll have of them buying from you next be confident in your message
if people don't believe you offer something unique and valuable enough for them to spend their
hard-earned money on it well why would they so be honest about what sets your business apart from
others in the same field because this will help establish trust between your clients your customers
your consumer and yourself as well as other businesses within your industries in addition being
honest means not selling people false promises instead of offering something tangible like
discounts off future purchases offer free shipping options instead but hang on is a USP really needed
well yes it is a USP is a great way to stand out in a crowded space it gives you something
that your competitors don't have it can help you attract more customers by differentiating you from
your competitors as well as increasing conversions in other words making more sales revenue sales
that's what we're here for your USP is what makes your product or service different better or more
valuable to a consumer than anything else on the market therefore it is more likely that
that same customer will buy from you rather than your competitors so another good use of a USP is
to use it as part of a networking presentation now it's a great way to gain clients in a networking
situation now if you want to know more about how to successfully network with your USP to get
paying clients have a look at this video I'll see you over there until next time thanks for watching