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Tips for Creating a Unique Sales Proposition for your Business
Unique Sales Proposition (USP), refers to a statement that clearly states your product or service’s unique selling point to prospects. Unlike slogans and taglines, this statement contains more information about your product. It explains the benefits that it has to offer, why it’s the better option, and how it can help improve customer’s lives.
There are tons of benefits to using a Sales Proposition, it creates a clear differentiation from other brands, aligns your product to the market’s needs, and attracts the right buyer personas.
The question now is, how can a company create a unique USP? Find out here.
Tips for Creating a Unique Sales Proposition for your Business
Here are simple yet effective tips on how to create a UVP:
• Identify and Understand Your Buyer’s Persona
The first thing you have to do when creating a UVP is to identify your target customer. Doing this will help you understand their pain points and how you can attract their attention.
Identifying the buyer’s persona requires extensive research, which can be overwhelming and time-consuming. But, you can start by taking a close look at your current customers and look for common factors that they all share. You can also take time and interview them to get a more detailed insight about what they are looking for in a product or company.
• List All the Benefits and Value of Your Products
One easy way to identify the distinct features and value that your products offer is by listing all of them. Once you have figured out all the features and value that your products have to offer, it will be much easier to identify what is something that only you have. You can then use this as a highlight for your UVP.
This same strategy will also work with benefits. List out all the benefits that you have to offer and connect them with the pain points that your buyer persona has.
• Prioritize Clarity and Specificity
USPs must be short and easy to understand. To achieve this, clarity and specificity must be prioritized. You should also avoid using technical jargon since it will make the statement’s message difficult to understand, typically service, quality and price make poor USP’s unless you hold a significant advantage over your competition in these regards that can be demonstrated or expressed as specifics.
• Test and Improve
After doing the tips mentioned above, you might have already come up with a potential UVP. However, you should not stop there. You should try and test it to see if it’s effective or not.
You can test your USP by getting the opinion of unbiased people who are unfamiliar with your offering. Let them read your USP and ask for their impression and understanding.
From the feedback you receive, you can use valuable insights on which aspects of UVP must be improved. Apply the necessary changes, and your UVP will be way better than it was.
When do you use a USP?
Ideally the USP is used after you understand the client needs and outcomes, only then does your USP have relevance and it can be directly tied to helping the client achieve their goals, resist the urge to lead with the USP particularly if it is not well differentiated, as prospects will see less value in it at the early sales stages.
Final Words
A USP might just be a couple of sentences, but a lot of thought has to go into creating it. Although it might be a bit challenging, the tips mentioned above can help point you in the right direction.
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