This is the unspoken question every client asks us. Our unique selling proposition (USP) is the answer—but is it currently clear enough to make us unforgettable?
Research tells us, in a crowded marketplace, small businesses face an uphill battle to stand out. Many of us offer similar products or services. What sets us apart is our USP, or Unique Selling Proposition — the unique value we bring to our customers.
Harvard Business School calls differentiation one of the most critical strategies for success. For small businesses, it’s not just important — it’s survival. Our USP is what makes clients remember us, trust us, and ultimately choose us.
So, how do we craft a strong USP? Here’s how we can get started:
- Know our audiences: Understand their pain points and position our business as the solution in a way no one else can.
- Leverage strengths: Focus on what we do exceptionally well – our expertise.
- Simplify our message: Companies with the strongest USPs have very compelling straplines. Think Nike – Just Do It and L’Oreal – Because You’re Worth It.
- Test and refine: Ask for feedback from clients. Does the USP resonate, or does it need adjusting?
If we think of our USP as the guiding light for the business, it helps guide our marketing, operations, and customer relationships.
“If you don’t distinguish yourself from the crowd, you’ll just be the crowd.” – Rebecca Mark.
Thank you for reading.
